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Abu Dhabi has signed on to become the Official Destination Partner of English Premier League side Manchester City Football Club (MCFC).
The deal, struck between Abu Dhabi Tourism Authority (ADTA) and MCFC, sees the Club become the second ‘Official Destination’ partner for Abu Dhabi following the tie up between ADTA and the World Rally Championship.
“The rationale of broadening our destination awareness outreach is behind the move,” explained Ahmed Hussein, Deputy Director General, ADTA. “In this case, Abu Dhabi’s name will touch a TV viewership of over 2 billion.
“Football is unique in its ability to transcend international borders and connect with a range of people on many levels. Manchester City’s standing as a football club that offers a premium supporter experience across all areas of its business is an ideal fit for us as we share the same goal of excellence in delivery.”
Under the deal, which runs until the end of the 2013 Premier League season, Abu Dhabi’s brand will appear on perimeter boards around the City of Manchester Stadium at every home league and domestic cup game, ADTA has exclusive naming rights to the club’s Carrington, Trafford training ground and is the sole title sponsor of all pre-season tours.
Garry Cook, MCFC’s Chief Executive commented: “We are proud to partner Abu Dhabi Tourism Authority which is a hugely respected and influential authority within the global tourism community having been voted the World’s Leading Tourism Board in the 2009 World Travel Awards.”
Cook added that Manchester City is looking forward to holding a series of events in Abu Dhabi following on from its recent successful ‘Our Country v Our City’ trip which saw the club spend a week in the Gulf region.
“With a rich heritage and an exciting future, Abu Dhabi is fast becoming the destination of choice for world-class business and leisure events,” added Cook. “ADTA joins a family of partners who are recognised as world leaders in their respective fields, from aviation, communication, construction, retail and now tourism. The addition of ADTA will once again put the City brand in the world spotlight.”
ADTA is Manchester City’s fifth global partner and joins Etihad Airways, the national carrier of the UAE which flies daily from Manchester to Abu Dhabi, Umbro, Etisalat and Ferrostaal.
Caption: Abu Dhabi – Man City’s Official Destination – backdrops Premier league action as Man U’s Vidic and Adebayor of ‘The Blues’ go head-to-head in the recent local derby game.
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