Trends & Features

Etihad makes rugby debut with Harlequins

Etihad Airways, the national airline of the United Arab Emirates, has signed a three-year deal to be the main sponsor of Premiership rugby union team, Harlequins.

The seven-figure deal is Etihad’s first major sporting sponsorship deal in the UK and the biggest in Harlequins’ history. It will see the airline’s logo emblazoned on the club’s famous quartered shirt, as well as on the Twickenham Stoop stadium in South West London.

Says James Hogan, Etihad Airways’ chief executive: “This new partnership with Harlequins will provide Etihad Airways with an ideal international platform to connect with our customers in the UK and around the world. Etihad shares the same ambitions and aspirations for success at Harlequins and we look forward to building a long-lasting relationship with the club.”

Part of the deal is the branding of the stadium roof, which is under the Heathrow flight path, in Etihad livery. The East Stand of the Stoop will also be renamed the Etihad Stand.

Says Mark Evans, Harlequins’ chief executive: “I’m absolutely delighted that Etihad Airways has chosen to become Harlequins’ main sponsor for the next three years. The deal is the biggest in the club’s history and we are looking forward to working closely with them over the coming seasons.

“These are exciting times at Harlequins and as we build further and push towards the biggest prizes in club rugby, we all look forward to a fruitful partnership with Etihad Airways.”

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