Etihad Airways has signed a deal to become the official airline of some of the world’s top fashion week events as the Abu Dhabi carrier seeks to focus its sponsorship on fashion, food and football.
In a tie-up with the entertainment and sports management company WME | IMG, Etihad will become the official airline of 17 fashion week events around the world including New York, London, Milan, Berlin, Sydney and Mumbai.
Etihad partner airlines Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, Niki and Etihad Regional will also be involved in the deal, ferrying top models, designers, photographers and stylists between events and participating in fashion-focused offers and promotions.
Currency fluctuations, a slowdown in the Chinese economy, and changing global travel patterns are forcing sponsors such as Etihad to focus their sponsorship cash in the areas they believe will generate the biggest returns.
Etihad’s first fashion week endorsement will be at Mercedes-Benz Fashion Week Australia, which runs from May 15 to 20 in Sydney.
Etihad said that the move was part of a new sponsorship strategy in which the airline would put additional focus on “three core lifestyle interests that drive competitive advantage from sponsorship: food, fashion and football”.
It said that future sponsorship deals would be aimed at increased collaboration across the Etihad Airways group to bring “brand development opportunities and economies of scale to all partners”.
“This is a landmark deal because it goes beyond traditional sponsorship and is a world-first agreement for an airline group,” said James Hogan, Etihad Airways’ president and chief executive.
The news follows Etihad’s announcement last month that it would tie up with WME | IMG to sponsor its 14 foodie-focused Taste Festivals taking place around the world in 2016, including Taste of London and Taste of Dubai.
Known around the world as the sponsor of Manchester City, Etihad sponsors more than 100 sports and cultural events around the world. The airline has extended its endorsements of football clubs around the world to include Major League Soccer in the United States, Melbourne City Football Club and New York City Football Club as well as the UAE’s Al Ain Football Club and Al Ittihad Football Club.
It also sponsors the Formula One Etihad Airways Abu Dhabi Grand Prix, Abu Dhabi HSBC Golf Championship, Abu Dhabi Tour, Abu Dhabi World Professional Jiu-Jitsu Championship and Mubadala World Tennis Championship.
Etihad also sponsors the GAA Hurling All-Ireland Senior Championship as well as England national teams for men’s, women’s and disability cricket.
lbarnard@thenational.ae
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The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
Rating: 3/5
The winners
Fiction
- ‘Amreekiya’ by Lena Mahmoud
- ‘As Good As True’ by Cheryl Reid
The Evelyn Shakir Non-Fiction Award
- ‘Syrian and Lebanese Patricios in Sao Paulo’ by Oswaldo Truzzi; translated by Ramon J Stern
- ‘The Sound of Listening’ by Philip Metres
The George Ellenbogen Poetry Award
- ‘Footnotes in the Order of Disappearance’ by Fady Joudah
Children/Young Adult
- ‘I’ve Loved You Since Forever’ by Hoda Kotb
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How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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Sinopharm vaccine explained
The Sinopharm vaccine was created using techniques that have been around for decades.
“This is an inactivated vaccine. Simply what it means is that the virus is taken, cultured and inactivated," said Dr Nawal Al Kaabi, chair of the UAE's National Covid-19 Clinical Management Committee.
"What is left is a skeleton of the virus so it looks like a virus, but it is not live."
This is then injected into the body.
"The body will recognise it and form antibodies but because it is inactive, we will need more than one dose. The body will not develop immunity with one dose," she said.
"You have to be exposed more than one time to what we call the antigen."
The vaccine should offer protection for at least months, but no one knows how long beyond that.
Dr Al Kaabi said early vaccine volunteers in China were given shots last spring and still have antibodies today.
“Since it is inactivated, it will not last forever," she said.
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Brief scoreline:
Tottenham 1
Son 78'
Manchester City 0