US Major League Soccer (MLS) franchise New York City FC (NYCFC) has named UAE flag carrier Etihad Airways as the title sponsor of its prospective new stadium project.
The 20-year deal will see the stadium named Etihad Park upon its completion, which as of now is scheduled to be ahead of the 2027 MLS season.
This deal was brokered by NYCFC’s in-house partnerships team, although the club has recently appointed Klutch Sports as the sponsorship sales agency for the stadium.
Naturally, Etihad, a principal and founding partner of NYCFC since 2014 and its shirt sponsor since the club’s entry into MLS in 2015, will hold prominent branding presence around the prospective 25,000-capacity stadium, with mock-ups provided by the club indicating Etihad branding on the exterior, roof, interior, and other touchpoints around the venue.
Speaking on the deal, NYCFC John Sims stated that the stadium will not just serve as the home of the club, New York’s first soccer-specific stadium, but will also serve as a community hub and will host concerts, festivals, and other activities.
Etihad Airways chief executive Antonoaldo Neves added that he believes the stadium will become “a landmark sports destination in the US.”
The stadium project, a $780 million development at the Willets Point site in New York’s Queens borough, was approved by the New York City Council in April.
Privately funded by the club’s owners, NYCFC will hold a 49-year lease for the arena, which will be developed by real estate firm Related Companies, and private investment group Sterling Equities.
NYCFC is 80% owned by multi-club soccer ownership group City Football Group, which also owns English soccer giants Manchester City, and 20% owned by New York Yankees baseball franchise owner Yankee Global Enterprises.
City Football Group is 81% owned by Abu Dhabi United Group, a private equity group from the emirate headed by UAE vice president and royal family member Sheikh Mansour bin Zayed.
As such, Etihad Airways has a strong presence across City Football Group, most notably serving as the shirt sponsor of English Premier League champions Manchester City since 2009, Spanish side Girona (its most recent addition), and Australia’s Melbourne City FC.
