Manchester, ground renamed Etihad stadium

Manchester City will play their home fixtures at the newly-named Etihad Stadium next season after the English Premier League club signed a comprehensive 10-year partnership deal with the UAE's national airline. Abu Dhabi-based Etihad Airways will remain City's shirt sponsor for the next decade and will also cooperate with the club on a host of commercial, media and community intiatives, including renaming the area surrounding the stadium Etihad Campus, which encompasses a large part of the Sportcity site in east Manchester. There has been speculation in the British media that the deal is worth around £120 million (Dh708 million) but both Manchester City and Etihad declined to comment yesterday on the financial terms of the agreement at a press conference at the club's stadium, formerly known as Eastlands. Garry Cook, Manchester City's CEO, said the deal was one of the most important sponsorship arrangements in the history of world football. "The value of the deal is in the total package; it is in the clear visibility of the stadium and the campus," he said. Article continues below "It is the most unique deal [in English football history]; the size of the deal is greater than anything we have seen before. We are continually looking to build our profile in major markets and this deal will help us to make significant progress as both Etihad and Man City are growing quickly, investing in the future and expanding globally," he added. European football's governing body UEFA, however, are likely to examine the deal because under new regulations clubs are not allowed to spend more than they earn. UEFA could take action if they feel the sponsorship deal has been inflated to give income levels an artificial boost. Record The estimated worth of the deal trumps the previous British record naming rights deal secured by Arsenal, who struck a 15-year agreement worth £100 million with Dubai-based Emirates Airline in 2006. "This deal goes far beyond the typical sports sponsorship relationship," said James Hogan, Etihad Airways' CEO. "We have seen real fruits from our relationship with Manchester City; the global exposure to our brand has been phenomenal," he added. Etihad Airways will introduce twice-daily flights between Abu Dhabi and Manchester from August 1 and the airline also plans to open a new call centre in Manchester in early 2012 that will employ up to 160 people in a further show of unity between the two cities. The route will be serviced by a specially liveried A330-200 aircraft bearing the sky blue colour of Manchester City's home kit. Awareness "It is a once in a lifetime opportunity for two iconic brands that share the same vision to promote far-reaching global awareness and global growth. Etihad's work with Manchester City has already yielded a significant return on our investment," Hogan said. Shaikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister and Minister for Presidential Affairs, took over Manchester City in 2008. He has ploughed over £1 billion into the club, helping City to win their first trophy since 1976 in May. The club also finished third in last season's Premier League, earning a place in the lucrative Champions League. Special livery on aircraft unveiled Meanwhile, Etihad Airways on Thursday took its sponsorship of Manchester City Football Club to new heights with the unveiling of a specially liveried A330-200 aircraft. The new "Blue Moon Rising" livery also marks the commencement of double daily flights between Manchester and Abu Dhabi, effective from August 1. Etihad currently flies to the UAE capital seven times a week.