Etihad Airways unveils global fashion week sponsorship

Under the agreement, which is the first multinational, multi-year airline sponsorship supporting the fashion industry, Etihad Airways will become the official airline of fashion week events in Mumbai New York, London, Milan, Berlin and Sydney. 

 

These are New York Fashion Week: The Shows, Lakme Fashion Week (Mumbai), MADE Fashion Week, London Fashion Week, London Collections: Men, Milan Fashion Week, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin and Mercedes-Benz Fashion Week Australia

 

 

Etihad Airways Partners, which includes seven airlines in which it holds minority equity stakes, will also be party to Etihad Airways’ agreement with WME | IMG.

 

Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional will help fashion’s insiders arrive, connect and present at the industry’s key moments throughout the year.

 

James Hogan, Etihad Airways’ President and Chief Executive Officer, said: “This is a ground-breaking new partnership for Etihad Airways. Together with WME | IMG, we have created a unique marketing relationship that now connects the international fashion community across our key markets. Fashion weeks and Etihad Airways represent an ideal brand fit, as we share attributes of being remarkable, ambitious and innovative. These characteristics are exemplified in our renowned service and hospitality offering. Likewise, design and style are important cultural interests to many of our guests." 

 

“This is a landmark deal because it goes beyond traditional sponsorship and is a world-first agreement for an airline group. As a result of our business model, Etihad Airways Partners will collectively unveil a wide range of exciting new fashion initiatives for guests in our home market of Abu Dhabi and throughout the world,” Hogan said. 

 

Ariel Emanuel, Co-CEO of WME | IMG, added: “Etihad Airways is the perfect partner for an industry that values creativity, design and outstanding service. We are proud to be working with them to develop programs that are tailor-made for the fashion industry.”

 

Etihad Airways and its Partner airlines will develop travel-oriented relationships with fashion designers, models, stylists, journalists, photographers, suppliers and sponsors. In addition, Etihad Airways will create original guest-focused promotions and offers for the industry at large.

 

Etihad Airways will debut its fashion week presence during Mercedes-Benz Fashion Week Australia, which runs from 15 to 20 May, 2016 in Sydney. From there, Etihad Airways will sponsor five additional events in 2016 – in Berlin, Mumbai, New York, London and Milan – before extending to a total of 17 men’s and women’s fashion events in 2017.

 

This major new initiative marks a core element of Etihad Airways’ sponsorship strategy.  This will see increased collaboration across the Etihad Airways Partners, bringing both brand development opportunities and economies of scale to all partners.

 

Moving forward, Etihad Airways is putting additional focus on three core lifestyle interests that drive competitive advantage from sponsorship: food, fashion and football.

 

In March 2016, Etihad Airways announced a multi-year partnership with WME | IMG’s Taste Festivals Ltd, organisers of the world’s leading restaurant events since 2004. The airline, along with many of its Etihad Airways Partners, will have a presence at 14 Taste Festivals in 2016.