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Etihad Airways has signed a three-year contract with the Abu Dhabi Sports Council, ADSC, to support sports activities and major sporting events in Abu Dhabi.
The initiative replaces an event-by-event approach and contributes to a longer term perspective for sports in line with Abu Dhabi Vision 2030.
Hareb Almuhairy, Senior Vice President, Corporate and International Affairs, Etihad Airways, said, "This agreement cements our efforts to promote Abu Dhabi as an outstanding destination for major international sporting events. These events bring considerable economic benefits, provide excellent opportunities for both resident and visiting sports fans, and encourage a healthy and active lifestyle."
At least 15 events will be covered under the new partnership, including headliners such as January’s annual Abu Dhabi HSBC Golf Championship and this month’s professional cycling race, the Abu Dhabi Tour. It is expected that eventually, dozens of events will be jointly supported as new sports initiatives are attracted to the emirate.
"This deal represents a more structured and long-term approach to delivering on our vision of evolving Abu Dhabi into an international destination for sport, competitiveness and international events. Etihad Airways will bring to the table considerable marketing experience which will build local, regional and global awareness of our headline events," explained Aref Al Awani, General Secretary, ADSC.
The new partnership will see Etihad Airways take advantage of all of its marketing channels to promote major sporting events in the emirate. The agreement also opens the way for special athlete appearances, guest experiences and community engagement activities.
Etihad Cargo will provide support for sports equipment, contributing to what is effectively a bridge to bring the world’s best athletes and action to Abu Dhabi.
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