LAST WEEKEND Manchester City won the English Premier League for the first time, and the club's first league title since the late 1960s – but how will the success benefit the club’s lead sponsor?
United Arab Emirates airline Etihad Airways signed a 10-year, £400m deal with City in July 2011 (for Etihad Stadium naming rights and front-of-shirt sponsorship). Nearly a year later Etihad continues to reap the benefits of the partnership with awareness of the sponsorship reaching a global audience.
As the airline plans to install its European headquarters in Manchester, the strength of collaboration with the club has never been stronger – over the first two weeks of May alone, Etihad has been mentioned in connection with Manchester City in online and social media over 4,000 times in the UK.
The heat map below, generated by Flightdeck, the social media tracker tool from Havas Sports & Entertainment, demonstrates that the majority of total online conversation (across all platforms) comes from the UK – 38 per cent of total share of voice.
But, with 10 per cent of total conversation generated in Indonesia, 8 per cent from the US and significant mentions of the partnership clearly seen on all continents, Etihad's sponsorship of the newly-crowned Premier League champions has created a truly international talking point.