Mumbai Indians rope in Etihad and Jet as principal sponsors

Etihad Airways and Jet Airways have signed a deal with the Mumbai Indians to become the principal sponsors and official airlines of the IPL franchise. According to a statement from the airlines, this is Etihad’s “first high profile sports sponsorship in the region”.

Fans can expect to see prominent Etihad and Jet branding in the stadium during Mumbai home games, and the team uniforms will display the airlines’ logos.

“As India continues to play an important part in the growth of Etihad Airways, this new sponsorship deal provides an excellent opportunity for us to reinforce our global brand in India, cement our partnership with Jet Airways and forge close and long-lasting relationships with the Indian travelling public, many of whom we know are huge cricket fans,” James Hogan, President and Chief Executive Officer of Etihad Airways, said.

“Sport sponsorships form a major part of Etihad’s international marketing strategy. We are delighted to add the Mumbai Indians, the reigning champions of the Indian Premier League, to our growing portfolio of global sporting associations.”

There will also be community programs, competitions and promotions for flights and holidays for team fans, according to the statement.

While some franchises have struggled to attract sponsors because the first leg of matches are being played in the UAE, making it impossible for local Indian sponsors to carry out activation plans, it turned out to be an advantage for Etihad, which is based in Abu Dhabi.

Naresh Goyal, Chairman of Jet Airways, said: “We are excited to team up with Etihad Airways to sponsor the Mumbai Indians, as they prepare to take part in one of crickets’ most high profile tournaments featuring top cricketers from all over the world.

“Cricket is a hugely popular sport around the world and especially in India. Sponsoring an all-star cricket team like the Mumbai Indians will surely provide our airlines with fantastic brand exposure on a global level and offer an impressive platform to connect with our customers while at the same time engaging with the community.”

Mumbai Indians are the defending IPL champions and kick off IPL 7 on 16 April in Abu Dhabi. Etihad’s other sports associations include Manchester City Football Club, the Etihad Stadium in Melbourne, the Etihad Stadium in Manchester, and the Abu Dhabi Grand Prix.