Etihad’s soft power rivalry with Emirates continues as it underwrites Sydney Opera House
The luminous Sydney Opera House at night. Joseph Younis / Flickr.com
Emirates, Etihad, Qatar and Turkish airlines are in a race to spread their wings beyond their fast growing airlines, and corporate sponsorships are coming aplenty.
Etihad Airways and Sydney Opera House has announced a new three-year, multimillion dollar partnership.
George Souris, New South Wales Minister for Tourism, Major Events and the Arts, said: “This exciting partnership between Etihad Airways, and our nation’s flagship performing arts center will raise even further Sydney’s profile as one of the world’s great tourist and cultural destinations.”
Etihad Airways’ President and CEO James Hogan said the partnership with Sydney Opera House symbolized the airline’s commitment to Australian tourism and to the arts and culture worldwide.
“Sydney Opera House is one of the world’s architectural wonders, recognized the world over and from today, the most culturally valuable asset in our global sponsorship portfolio,” said Hogan.
“It joins Melbourne Recital Center, Biennale of Sydney, Arab Film Festival Australia, Islamic Museum of Australia and Melbourne’s Etihad Stadium in a suite of partnerships that reflect the airline’s increasing investment in Australia’s cultural sector,” added Hogan.
“As exclusive international airline partner, we will develop a range of joint initiatives to promote tourism to Sydney and to increase the Opera House’s capacity to bring the world’s best to Sydney for the enjoyment of locals and visitors alike,” said the CEO.
Hogan said the partnership complemented the recent $ 6 million marketing agreement which Etihad Airways had signed with Tourism Australia to promote travel from the Middle East, UK and Europe.
“Strategic investments such as these in tourism and the community — with their flow-on economic effects — are the foundation of our enduring partnership with Australia,” he added.
Sydney Opera House CEO Louise Herron said: “We are delighted that Etihad Airways, a global business leader, recognizes the significance of Sydney Opera House. As a result of this partnership between our two international brands, we will be able to welcome more artists and visitors from around the world to experience and be moved by this remarkable building and by what we offer.” ___