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Etihad Airways’s naming rights deal on Melbourne’s Docklands Stadium to end

Etihad Airways’s naming rights deal on Melbourne’s Docklands Stadium to end
May 23, 2018

The naming rights partnership for Melbourne’s Etihad Stadium is to pass from Etihad Airways to a new stadium partner.

The nine and a half-year partnership between the venue, now owned by the AFL, and Etihad Airways will conclude in August 2018 to make way for the new naming rights partner to start on 1st September 2018.

The end of the naming rights agreement will be a relief to the AFL, which had previously seen it as conflicting with its own airline partners Qantas, and in recent years, Virgin Australia.

It also marks a scaling back of sporting sponsorships in Australia by Etihad Airways, which like its fellow United Arab Emirates carrier Emirates, feel they have achieved desired levels of brand awareness.

Commenting on the end of partnership, Etihad Stadium Chief Executive Michael Green said the stadium is proud of its history under the Etihad name, advising “during our tenure with Etihad Airways, our stadium has become the world’s busiest multipurpose stadium - the legacy of a successful co-venture,” said Green.

“Over 40 million patrons have passed through the venue’s turnstiles since opening, 25 million under the Etihad name, and we thank Etihad Airways for helping the stadium become an iconic venue for Melbourne fans to enjoy world-class entertainment.

“Etihad Airways has provided immense support to our stadium, and we thank them greatly for what has been a long and fruitful relationship.”

Etihad Airways General Manager Australia and New Zealand, Sarah Built, added “as naming rights partner, Etihad Airways is proud to have helped deliver some of Australia’s most iconic sporting and entertainment moments over the last decade.

“Along with Melbourne Stadium Ltd., we have hosted 700 events to the delight of 25 million spectators and tens of millions more on TV.

“This partnership has been a tremendous success for the airline, enabling us to strongly build brand awareness in the Melbourne community and across Australia. We look forward to continuing to serve the AFL and MSL with their international travel requirements, and we remain committed to the Australian market through other sports and cultural partnerships.”

The stadium has operated under the Etihad name since the commencement of the naming rights partnership in March 2009.

2nd May 2018 - GUIDE DOGS AUSTRALIA RECOGNISE ETIHAD STADIUM FOR COMMUNITY ACCESSIBILITY 

30th April 2018 - ETIHAD STADIUM WELCOMES 40-MILLIONTH EVENT PATRON

13th April 2018 - VICTORIAN GOVERNMENT BACKS PLANS FOR REDEVELOPMENT OF MCG AND ETIHAD STADIUM 

27th September 2017 - AFLW CONFIRM FURTHER EXPANSION PLANS OVER NEXT TWO YEARS 

30th December 2016 - GEELONG LOOKS FORWARD TO MAY RETURN TO SIMONDS STADIUM

7th October 2016 - AFL AGREES ETIHAD STADIUM PURCHASE

23rd July 2016 - MICHAEL GREEN NAMED CHIEF EXECUTIVE AT ETIHAD STADIUM

1st July 2016 - AFL PLANS $300 MILLION UPGRADE OF ETIHAD STADIUM

15th February 2016 - EDINBURGH MILITARY TATTOO MARCHES INTO ETIHAD STADIUM  

17th August 2012 - ETIHAD RETAINS NAMING RIGHTS AT MELBOURNE’S DOCKLANDS STADIUM 

4th September 2009 - AFL RECOGNISES ETIHAD STADIUM NAMING

29th June 2009 - ETIHAD STADIUM SET FOR END OF YEAR TRANSFORMATION

5th March 2009 - IT’S ETIHAD STADIUM, BUT NOT FOR THE AFL 


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