Photo courtesy of Etihad Airways

Etihad Airways, which has staked sponsorship claims with world soccer for years, is betting that Major League Soccer will take off in the United States.

So much so that the Abu Dhabi-based airline is taking a major sponsorship with MLS starting today. Financial terms of the multi-year agreement were not announced.

MLS has grown significantly in this country but still has yet to crack the popularity of the "big five" – National Football League, National Basketball Association, Major League Baseball, National Hockey League and NASCAR.

But Etihad is a big-time player in soccer and its sponsorship deal could change all that.

Within the new agreement, Etihad Airways becomes the official airline partner of MLS in the United States. It is the Abu Dhabi-based airline’s first multi-year sports sponsorship in the territory and one that underscores its expanding commitment to the U.S. market.

Etihad Airways and MLS will also work together on a number of activities and initiatives including community programs, as well as hosting competitions and promotions for flights and holidays with MLS fans.
“Etihad Airways has a growing portfolio of sports properties that cover the globe and we’re delighted to now add Major League Soccer, a leading international sports brand, to this group,” James Hogan, President and Chief Executive Officer of Etihad Airways, said in a statement.

Etihad is the main sponsor of Manchester City, one of the most famous soccer clubs in the English Premier League, as well as the team’s stadium. The airline is also a partner with Al Ain Football Club in the United Arab Emirates, Etihad Stadium in Melbourne, Australia, and sponsors a Formula 1 Grand Prix race in Abu-Dhabi.

The agreement will see the Etihad Airways logo and its messages beamed across LED pitch-side advertising during nationally televised MLS matches, as well as across national broadcast partners and MLS Digital Properties, the leading online soccer platform in North America.

MLS’ global presence continues to increase with the announcements of expansion clubs New York City FC and Orlando City Soccer Club.

Hogan added. “The MLS partnership will enable Etihad Airways to continue to build its brand in the United States, a key market for us, and offers an ideal platform to interact with the millions of sports fans and communities across the country and showcase the airline and services.”

Don Garber, Commissioner of Major League Soccer, said, “We are excited to welcome Etihad Airways as the official airline partner of Major League Soccer in the United States and are proud to be the first major sports association in the U.S. for such a prestigious global company. On behalf of our clubs, our players and our millions of fans, we welcome Etihad Airways to the MLS family and look forward to working with them to help grow their business in this region.”