Etihad Airways "has signed up as principal sponsor" of Indian Premier League side Mumbai Indians, the Mukesh Ambani-backed team "that won the tournament in the sixth season," according to Aneesh Phadnis of the Indian BUSINESS STANDARD. The sponsorship amount "could not be ascertained." This "is the Abu Dhabi-based airline’s first sports sponsorship in the region." The sponsorship agreement "will include the display of Etihad Airways and Jet Airways branding and messaging beamed across LED pitch-side advertising and on giant screens in the stadium" (BUSINESS STANDARD, 4/10). The PTI reported Etihad President & CEO James Hogan said, "Sport sponsorships form a major part of Etihad's international marketing strategy." Etihad's sponsorship portfolio includes Man City, Etihad Stadiums in Melbourne and Manchester, the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Harlequins Rugby Club, GAA Hurling All Ireland Senior Championship, and most recently Major League Soccer in the U.S. (PTI, 4/10). GULF NEWS reported "a comprehensive activation plan with the Mumbai Indians will be held," including a community program, competitions and promotions for flights and holidays with the teams’ fans (GULF NEWS, 4/10).
