Harlequins Unveils Etihad Airways Deal

Middle East airline Etihad Airways has been unveiled as the new shirt sponsor
for rugby union side Harlequins replacing the club’s long-standing agreement
with NEC.

The three-year deal is the biggest in Harlequins’ history and is reported to
be worth a seven-figure sum.

The contract will see the airline’s logo emblazoned on Harlequins’ team
shirts as well as on the Twickenham Stoop stadium in South West London.

Among the highlights of the partnership will be the branding of the stadium
roof, which is placed under the London Heathrow airport flight path, in Etihad
livery. The East Stand of the Twickenham Stoop will also be renamed the Etihad
Stand.

Harlequins decided to end its shirt deal with NEC at the end of last season
although the brand remains a subsidiary sponsor of the club.

While NEC’s deal included title sponsorship of the club itself, the Etihad
Airways contract is purely a shirt sponsorship agreement.