Agreement signed to secure naming rights for iconic venue

Business Bureau, Gulf Today

Etihad Airways, with its track record for connecting Abu Dhabi to the world and promoting the UAE as a vibrant and growing hub for culture, business and tourism, is the perfect partner to help further raise the profile of unique Yas Island as a unique destination.” Miral, Abu Dhabi’s creator of destinations, has said in a statement after signing a partnership agreement with the UAE’s national airline. The agreement is meant to secure exclusive naming rights for Yas Bay Arena. As part of the agreement, Abu Dhabi’s first-of-its-kind multi-purpose, indoor entertainment venue will officially be named Etihad Arena.

With both companies playing a key role in the Emirate’s economic diversification and development strategy, the new partnership will help position the Etihad Arena as one of the leading entertainment venues in the region and an important addition to Yas Island and Abu Dhabi’s entertainment and tourism offering.

Tony Douglas, Group Chief Executive Officer of Etihad Aviation Group commented: “It’s an honour to partner with an Abu Dhabi institution such as Miral on this joint venture, that will further promote Abu Dhabi and Yas Island as a hub for entertainment, tourism and culture. Etihad Arena complements our global presence at a number of sporting and entertainment venues, most notably Etihad Stadium in Manchester, home of Manchester City Football Club. This new arena will bring an abundance of talent to our capital, providing a diverse range of entertainment options for guests visiting our beautiful city, or for those who call the UAE home.”

Commenting on the agreement, Mohamed Abdalla Al Zaabi, CEO of Miral, said: “As our national airline with international reach, Etihad Airways is the ideal partner to help position the newly named Etihad Arena competitively on the local and regional map of live entertainment destinations. The new venue will be a significant addition to the unique offerings on Yas Island and in Abu Dhabi, creating unforgettable experiences, and helping us deliver on our vision to position Yas Island as a top global destination for entertainment, leisure and business. This is a testament to our commitment to grow the tourism industry and achieve our leadership’s vision of economic diversification.”

The Etihad Arena, which will be operated by Flash Entertainment, has been designed to accommodate large-scale and private events, offering unique flexibility with a capacity ranging from 200 to 18,000 people. Once open, the venue will host an eclectic variety of events including sporting competitions, corporate events, cultural performances, concerts, and many other appealing activities throughout the year.

Etihad Arena is part of Yas Bay, an iconic mixed-use development located on the southern end of Yas Island. Yas Bay encompasses three distinct but integrated areas: Yas Bay Waterfront, the Residences at Yas Bay and twofour54. The Etihad Arena will be an integral and iconic part of the Yas Bay Waterfront, which will also include the Hilton Abu Dhabi Yas Island, a beach club as well as a pier that boasts 12 licensed cafes and restaurants, and 19 retail outlets.

Earlier, Etihad Airways and Kuwaiti flag carrier, Kuwait Airways, have signed a codeshare partnership on selected services.

Subject to regulatory approvals, Etihad will place its ‘EY’ code on Kuwait Airways operated flights from Abu Dhabi to Kuwait, Najaf and Dhaka.

In turn, Kuwait Airways will place its ‘KU’ code on Etihad flights from Kuwait to Abu Dhabi, Belgrade, Casablanca, Rabat, Khartoum, Johannesburg, Lagos, Nairobi, Male in the Maldives, and Mahe in the Seychelles.

Tony Douglas, Group Chief Executive Officer, Etihad Aviation Group, said: “This is a great first step in what we hope will be a mutually beneficial and growing relationship between Kuwait Airways, one of the region’s oldest and most experienced airlines, and Etihad, one of its youngest and most acclaimed.”

Etihad Airways was formed in 2003 and quickly went on to become one of the world’s leading airlines. Etihad Airways, with a fleet of 100 Airbus and Boeing aircraft, flies to over 84 destinations, serving 18.6 million passengers a year and carried around 682,100 tonnes of cargo in 2018. In recent years, the organisation has received numerous awards for its superior service and products, cargo offering, loyalty programme, aviation training and Maintenance, Repair and Overhaul (MRO) service.

Miral is Abu Dhabi’s creator of destinations, uniting people and places through unique, immersive and exciting experiences. Responsible for the development and management of Yas Island, Miral’s assets encompass entertainment, hospitality, leisure, sport, dining, retail, and real estate destinations. Today, Yas Island is home to Ferrari World Abu Dhabi, Yas Waterworld, Warner Bros. World Abu Dhabi, Yas Links Golf Course, Yas Mall, Yas Marina Circuit, Yas Marina and seven hotels, including the flagship Yas Hotel.