Australia a sponsorship magnet for Etihad and Emirates

Stanislas Wawrinka of Switzerland poses with his trophy after winning the men's final match against Rafael Nadal of Spain at the Australian Open in Melbourne in January this year. Mast Irham / EPA

Australia has become the sponsorship destination of choice for Etihad Airways and Emirates Airline as both carriers target the lucrative long-haul market.

Yesterday, Emirates announced its latest sponsorship deal for the Australian Open tennis championship in Melbourne.

Tim Clark, the president of Emirates, said it reflects the carrier’s focus on Australia as a key travel destination.

“We plan to utilise this partnership to enhance the fan experience and create an even stronger connection with our customers in Australia,” he said.

In September, Emirates and Australia’s Jetstar expanded their codeshare to 30 routes across the Asia Pacific region. Emirates also has a partnership with Jetstar’s parent Qantas Airways. As part of the tie-up, the Australian national carrier’s flights to Europe now stop over in Dubai.

Meanwhile, Etihad’s equity alliance with Virgin Australia helped third-quarter revenue rise 44 per cent year on year to US$352 million.

Emirates, which currently operates 84 flights a week to Australia from Dubai, also sponsors the Melbourne Cup horse race, golf’s Australian Open, the Adelaide Festival and the Sydney and Melbourne Symphony Orchestras.

"Australia is proving to be a very viable market for airlines these days and seeing as there are only three airlines globally – Etihad, Emirates and Qatar Airways that make direct trips to Australia, the commercial implication are clear," said Hermann Behrens, the chief executive of Brand Union Middle East & Africa. "Etihad and Emirates have realised that connecting with what people love is a great way to show commitment and gain loyalty."

Etihad sponsors Melbourne City Football Club, the Etihad Stadium in Melbourne and the Sydney Opera House. This month, Etihad extended its sponsorship of the Sport Australia Hall of Fame to 2019.

“Australians love their sport and therefore it makes sense for the airlines to extend their extensive sports sponsorship to this market,” said Mr Behrens. “The global reach of Aussie sports events extends the sponsorship effectiveness across the world building on the aspirations of our regional airlines to become global icons.”

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