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Man City FC sign sponsorship deal with Abu Dhabi Tourism Authority

Tue 25th May 2010 | Football Sponsorship

Manchester City, Football Club owned by the ruling family of Abu Dhabi, has secured a sponsorship deal with the Abu Dhabi Tourism Authority.

The deal sees Abu Dhabi become Manchester City's official destination partner, and follows City's main shirt sponsorship being handed to Etihad, the state airline, and another sponsorship deal with Etisalat. The Manchester City owners plan to use the club to market the emirate as a tourism and business destination.

"We are proud to partner Abu Dhabi Tourism Authority which is a hugely respected and influential authority within the global tourism community having been voted the World's Leading Tourism Board in the 2009 World Travel Awards," said Manchester City chief executive Garry Cook.

It is unclear how the ownership of the club will affect the financial terms of the deal. If Manchester City's owners were not also, ultimately, the owners of their sponsor, a deal of this kind would probably be expected to add some £300,000 per year to the Eastlands coffers over the next three years.

"The rationale of broadening our destination awareness outreach is behind the move," explained Ahmed Hussein, Deputy Director General, ADTA. "In this case, Abu Dhabi's name will touch a TV viewership of more than two billion. Football is unique in its ability to transcend international borders and connect with a range of people on many levels. Manchester City's standing as a football club that offers a premium supporter experience across all areas of its business is an ideal fit for us as we share the same goal of excellence in delivery."

 

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