Etihad retains naming rights at Melbourne's Docklands Stadium

Etihad Airways has signed a five-year extension to its naming rights partnership with Melbourne's Docklands Stadium.

The agreement between the Abu Dhabi-based airline and the venue's management will see the facility continue to be known as the Etihad Stadium through to 2019. Financial details behind the deal were not disclosed, other than Etihad stating that it represents a "multi-million dollar agreement".

Etihad Airways President and Chief Executive James Hogan explains "placing the Etihad name on this world class sports and entertainment stadium, as well as activating our marketing and hospitality rights, has provided Etihad Airways with a solid platform to build our brand across the state of Victoria and the whole of Australia.

"The partnership with Melbourne Stadiums Limited gives Etihad Airways unparalleled exposure in Australia, one of the most important routes in our network, and we are delighted to extend the naming agreement for Etihad Stadium until 2019."

Etihad Airways became the stadium's naming rights sponsor in March 2009, the same month it commenced non-stop flights between Melbourne and Abu Dhabi. By 2019, the airline will have sponsored the stadium continuously for 10 years.

Ian Collins, Chief Executive of stadium operator Melbourne Stadiums Limited added "renewing the agreement is in many ways more exciting than when it was first signed in 2009 as it demonstrates how successful the partnership has been for Melbourne Stadiums Limited and Etihad Airways. During this time, the stadium and Etihad Airways have enhanced their reputations for delivering first class services to an international audience.

"Visitors from across the world now regularly fly to Melbourne, with Etihad Airways, to attend an event at the stadium during their trip."

More than 150 Australian Football League (AFL) matches have taken place at the stadium since 2009, as well as 39 football games. The stadium has hosted three cricket matches, seven rugby league games and three rugby union matches including the Bledisloe Cup between Australia and New Zealand in July 2010. 

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