Etihad Airways becomes a major long-term partner to the fashion industry by supporting 17 fashion week events around the world annually. The airline signed a comprehensive new global agreement with WME | IMG and will debut its fashion week presence during Mercedes-Benz Fashion Week Australia, which runs from 15 to 20 May, 2016 in Sydney.
Etihad Airways becomes the official airline of fashion week events in New York, London, Milan, Berlin, Sydney and Mumbai. These are New York Fashion Week: The Shows, MADE Fashion Week, London Fashion Week, London Collections: Men, Milan Fashion Week, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia and Lakme Fashion Week (Mumbai).
Etihad Airways Partners, which includes seven airlines in which it holds minority equity stakes, will also be party to Etihad Airways’ agreement with WME | IMG, whose fashion portfolio includes 30+ fashion events around the world and affiliates IMG Models, Art + Commerce and The Wall Group, which manage fashion’s icons across modelling, photography and styling.
Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional will help fashion’s insiders arrive, connect and present at the industry’s key moments throughout the year.
Etihad Airways and its Partner airlines will develop travel-oriented relationships with fashion designers, models, stylists, journalists, photographers, suppliers and sponsors. In addition, Etihad Airways will create original guest-focused promotions and offers for the industry at large.
Etihad Airways is putting additional focus on three core lifestyle interests that drive competitive advantage from sponsorship: food, fashion and football.
In March 2016, Etihad Airways announced a multi-year partnership with WME | IMG’s Taste Festivals Ltd, organisers of the world’s leading restaurant events since 2004. The airline, along with many of its Etihad Airways Partners, will have a presence at 14 Taste Festivals in 2016.
Etihad Airways has a number of football partnerships, including shirt sponsor and official partner of Manchester City Football Club, Manchester City Women’s Football Club, New York City Football Club, Melbourne City Football Club and Melbourne City Women’s Football Club. Etihad Airways is also the official airline partner of Al Ain Football Club, Al Ittihad Football Club and Major League Soccer in the United States.
The airline also remains committed to key sponsorships which promote Abu Dhabi as a business and leisure destination. Its many current partnerships include Formula 1 Etihad Airways Abu Dhabi Grand Prix, Abu Dhabi HSBC Golf Championship, Abu Dhabi Tour, Abu Dhabi World Professional Jiu-Jitsu Championship and Mubadala World Tennis Championship.