ECB Name Etihad Airways as First Ever Airline Partner

July 3, 2014

All of England’s national cricket squads will be flying with Etihad Airways after the airline became the first Official Airline Partner of the England and Wales Cricket Board (ECB).

The three-year deal means all squads across men’s, bronchi women’s, adiposity age-group and disability will fly with Etihad, who are the national airline of the United Arab Emirates.

In return, the airline will benefit from a comprehensive range of commercial rights including access to England players for promotional appearances, advertising at international grounds in England and Wales, tickets and hospitality packages.

ECB Chief Executive David Collier said: “We are delighted to welcome such a prestigious global brand as Etihad into our ever-expanding family of commercial partners.

“This is a major business partnership for ECB which will bring significant benefits to all our England teams and we will be working closely with Etihad to deliver maximum exposure for their brand.”

The agreement will encompass England’s domestic international and overseas touring programme from 2014-2016, extend to winter training camps in the UAE involving England squads and also include a joint community-based cricket initiative.

Peter Baumgartner, Chief Commercial Officer of Etihad Airways, added: “The welcome addition of the England cricket team to our growing portfolio of global sporting associations demonstrates our commitment to the UK market and also to major international sporting events.

“Cricket enables Etihad Airways to create strong synergies between the key cricket playing nations and our major flight networks across the Indian subcontinent, Australia and the UK.

“Cricket forms an important part of our international marketing strategy, providing us with an ideal platform to further build our brand in the UK, and create a deeper connection with our guests through supporting one of England’s favourite sports.”

Etihad Airways has an ever growing list of sport sponsorships, including Manchester City, Major League Soccer (MLS), the Mumbai Indians, the Abu Dhabi Grand Prix and more.

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