Etihad has been title sponsor for the event since the Formula 1 Etihad Airways Abu Dhabi Grand Prix inaugural in 2009. James Hogan, Etihad Airways CEO, and Bernie Ecclestone, Formula One Group CEO, were on hand to ink the multi-million dollar deal.
“This sponsorship extension goes against the current commercial trend of shorter sponsorship terms and demonstrates our long-term commitment to Formula One. We have seen that F1 is a highly effective vehicle, no pun intended, for promoting the values of the Etihad brand and showcasing our home city of Abu Dhabi to a massive global audience,” James Hogan said.
“The additional four year term also allows us to strengthen our footprint with F1 and leverage our investment in their global platform more strategically. I am thrilled to build on the already excellent relationship with Formula One,” he added.
“The Formula 1 Etihad Airways Abu Dhabi Grand Prix has been an immense success for Etihad, Abu Dhabi and for Formula One, bringing the airline and destination to an estimate worldwide audience of more than 500 million F1 fans. The influx of visitors travelling to Abu Dhabi also brings a direct economic benefit, with over 20,000 people pouring into the UAE for the event, representing tens of millions of dollars for the local tourism industry,” Ecclestone added.
As part of the partnership, Etihad will continue to promote the event globally through its various communication channels and marketing programs. The airline also continues to fly its two F1-branded liveried aircraft to destinations across its network. One of these specially-painted aircraft will again do a flyover of the Yas Marina Circuit to open the 2011 event.
Etihad continues to receive a major trackside advertising package and podium branding for the Abu Dhabi Grand Prix.