Gulf carrier Etihad Airways has announced simultaneous sponsorship deals with three major sports franchises in the US capital.
Etihad will become the exclusive airline partner of the Washington Capitals ice hockey team, the Washington Wizards basketball team and the Washington Mystics women’s basketball team.
It is being seen as a deliberate move to raise its profile in the backyard of US policymaking amid Open Skies tensions with the big three US airlines.
Etihad is also the official airline sponsor for Major League Soccer and recently signed a five-year sponsorship deal with new MLS franchise New York City FC.
The airline, along with fellow Gulf carriers Emirates and Qatar Airways have been keen to show they are key contributors to the US economy and job creation.
"The sponsorship deals offer more than brand exposure – they are about Etihad showing that it’s a brand that is as much a US carrier, part of the American fabric, as its classic US competitors including Delta, United and American Airlines. There is no clearer way to communicate this than to back some of the largest sports teams in Washington," said Danny Wilding, a director at London-based Political Lobbying and Media Relations.
"Positioning itself as more American is incredibly important. By making these deals, Etihad not only secures the support of influential business leaders but also the fans of these large sporting brands, he added."
Delta, United and American Airlines are pressing the US government to take action over claims the Gulf carriers receive unfair state subsidies worth a combined $42 billion.
