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Abu Dhabi: Etihad Airways has signed a major new sponsorship deal with the Ferrari F1 team, the current Formula One world championship holders.
The airline’s chief executive officer James Hogan signed the three-year deal with the Ferrari F1 Grand Prix team this week, ahead of the opening Formula One race of the season in Melbourne on Sunday 16 March.
The Abu Dhabi-based airline’s name will feature prominently on the rear wing and turning vanes of the world’s most famous red cars throughout the 18-race 2008 Formula One season.
Mr Hogan explained: “Sports sponsorship is a major part of Etihad’s marketing strategy and the growing association we are building with Formula One is a key driver to enable us to reach a global audience. With a TV audience of 400 million people in nearly 200 countries, the association with Ferrari will give Etihad enormous worldwide exposure and help bring Abu Dhabi to the world.
“Ferrari is already developing a close association with our Abu Dhabi home base, through an exciting new theme park being built, so this deal represents a natural partnership for Etihad Airways, the national airline of the United Arab Emirates. We share similar ambitions, to be the best in our respective fields.
Chairman of Ferrari, Luca di Montezemolo said: “We are pleased to enter into this new partnership that reinforces our links with the United Arab Emirates. The collaboration with Etihad Airways is in addition to that with the Mubadala Development Company, which is already a sponsor and shareholder of the company. Then there is Abu Dhabi where the first Ferrari theme park is being built.”
Etihad’s involvement with the Ferrari F1 team is the latest high-profile sports sponsorship for the airline, and complements existing partnerships with Chelsea Football Club, Harlequins Rugby Football Club and the Abu Dhabi Golf Championshi
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