Etihad Airways takes on naming rights for new Abu Dhabi entertainment venue

Etihad Airways has agreed to be the naming rights partner for Abu Dhabi's new 18,000 capacity Yas Bay Arena.

To be known as the Etihad Arena, the venue will host world-class concerts, sporting spectacles, family entertainment and private events year-round when it opens later this year.

Etihad Airways, the national airline of the UAE and a division of the Etihad Aviation Group, agreed the sponsorship with Miral, the developer and manager of Yas Island.

With Etihad Airways' track record for connecting Abu Dhabi to the world and promoting the UAE as a hub for culture, business and tourism, the airline is the perfect partner to help further raise the profile of this unique venue and Yas Island as a destination. With both companies playing a key role in the Emirate's economic diversification and development strategy, the new partnership will help position the Etihad Arena as one of the leading entertainment venues in the region and an important addition to Yas Island and Abu Dhabi's entertainment and tourism offering.

Tony Douglas, Group Chief Executive of Etihad Aviation Group, commented “it's an honour to partner with an Abu Dhabi institution such as Miral on this joint venture, that will further promote Abu Dhabi and Yas Island as a hub for entertainment, tourism and culture.

“Etihad Arena complements our global presence at a number of sporting and entertainment venues, most notably Etihad Stadium in Manchester, home of Manchester City Football Club. This new arena will bring an abundance of talent to our capital, providing a diverse range of entertainment options for guests visiting our beautiful city, or for those who call the UAE home."

Miral Chief Executive, Mohamed Abdalla Al Zaabi added "as our national airline with international reach, Etihad Airways is the ideal partner to help position the newly named Etihad Arena competitively on the local and regional map of live entertainment destinations.

“The new venue will be a significant addition to the unique offerings on Yas Island and in Abu Dhabi, creating unforgettable experiences, and helping us deliver on our vision to position Yas Island as a top global destination for entertainment, leisure and business.”

The Etihad Arena, which will be operated by Flash Entertainment, has been designed to accommodate large-scale and private events, offering unique flexibility with a capacity ranging from 200 to 18,000 people.

Once open, the venue will host an eclectic variety of events including sporting competitions, corporate events, cultural performances, concerts, and many other appealing activities throughout the year.

Images: Concept for the new Etihad Arena (top) and confirmin the naming rights agreement, from left, Mohamed Abdalla Al Zaabi, Miral Chief Executive; Mohamed Khalifa Al Mubarak, Chairman of the Abu Dhabi Department of Tourism and Culture, and Tony Douglas, Group Chief Executive of Etihad Aviation Group (below, courtesy of PRNewsfoto/Miral and Etihad Airways).