In its five year history Etihad Airways has successfully used sports sponsorship
to build its brand. In May, the airline announced its biggest deal to date as
official club and shirt sponsor of Manchester City Football Club which plays in
the English Premier League.
In addition to the use of the Etihad logo and branding at the City of Manchester
stadium, the deal will see the airline and club work together on several projects
including tours to Abu Dhabi and community-based schemes for youngsters.