MELBOURNE – It’s farewell Telstra Dome, welcome Etihad Stadium.
The Melbourne sports and entertainment venue officially changed its name on March 1 and is now linked with United Arab Emirates national carrier, Etihad.
The change of name precedes the launch of non-stop Etihad services from Melbourne to Abu Dhabi on March 30.
Etihad will fly daily from Melbourne, a service that complements its 11 services per week from Sydney, and three from Brisbane.
Etihad – the name means United in Arabic – has another seven service rights ex Australia and is debating whether to add services from another Australian port or boost existing schedules.
Jon Marshall, Etihad state manager Victoria, Tasmania and South Australia, said sponsoring the naming rights of Etihad Stadium “gets Etihad into the vernacular in Australiaâ€.
Etihad has a five-year deal for the stadium’s naming rights, plus a five-year option. “It gives us the biggest billboard in town,†Marshall added.
“Our commitment to Australia is for the long-term and this stadium demonstrates that commitment.â€
Etihad will fly non-stop Melbourne-Abu Dhabi using the A340-600 jet.
“Abu Dhabi is becoming a destination in its own right, but the Melbourne service is also a convenient one-stop route to London, Dublin and mainland Europe,†Marshall added.
Etihad also has a three-year sponsorship deal with the Ferrari Formula One Grand Prix team which will be launching at the Australian Grand Prix in Melbourne on March 29.
The final race of this year’s Formula One season will be on the new Yas Island circuit off the coast of Abu Dhabi on November 1.
by Ian Jarrett
