Yacht Racing continues to be a preferred platform for travel and tourism operators looking to attract an affluent, adventurous traveller to destinations around the world. A new deal between the Abu Dhabi Tourism Authority (ADTA) and Etihad Airways, will see the sponsor of the Ferrari F1 team and Manchester City Football club add the Abu Dhabi Ocean Racing Team to their list of partnerships.
The Etihad Airways logo will be featured prominently on the hull and sails of ADTA’s Volvo Ocean Race yacht, Azzam, as well as across its Abu Dhabi Ocean Racing team clothing during the 2011/12 global event.
Etihad Airways also becomes presenting sponsor of the fortnight-long race stopover in Abu Dhabi, which begins on New Year’s Eve at the purpose-built ‘Destination Village’ on the Corniche Breakwater, as well as title sponsor of the In-Port Race on January 13, 2012. The airline is also the presenting sponsor of the F1 Grand Prix in Abu Dhabi.
Activation of the sponsorship will come in part from a further partnership between the airline’s destination management company, Hala Abu Dhabi, which will become the preferred travel partner for the Abu Dhabi stopover.
His Excellency Mubarak Al Muhairi, Director General, ADTA said:
“This race will take Abu Dhabi and our national carrier into key source markets where we will bring our combined market muscle to bear in optimising this unique opportunity for our mutual benefits,”
As the first-ever Arabian hosting of the Volvo Ocean Race, the stopover will bring significant exposure to Abu Dhabi through a number of enhanced promotional activities and awareness initiatives planned. The race will also serve as a platform to showcase Etihad Airways and the UAE capital to a global audience via Abu Dhabi Ocean Racing’s pursuit of top honours in the race.
James Hogan, Chief Executive Officer of Etihad Airways, said:
“We are delighted to partner Abu Dhabi Ocean Racing and welcome the yachts, sailors and thousands of visitors to Abu Dhabi as they fly in from around the world on our airline to be part of the Volvo Ocean Race 2011/12 spectacle.
Etihad Airways has a strong association with elite sport worldwide, through partnerships with Manchester City Football Club and the Formula 1™ Etihad Airways Abu Dhabi Grand Prix, and we look forward to becoming a part of the exhilarating world of ocean racing.”
Despite the seemingly obvious benefits to airlines of sponsoring sailing, few do. The Middle East is over-represented with Emirates Airlines having a long term partnership with Team NZ, and Oman Air backing the Oman Sail project. British Airways is currently using Olympian Ben Ainslie in campaigns surrounding London 2012.
