US football got a boost today when Etihad Airways announced the renewal of its Major League Soccer (MLS) partnership.
The multi-year deal continues a relationship that began in 2014 and sees Etihad extending its role as the official airline partner of MLS.
Etihad and MLS will collaborate through the MLS Flight Path campaign. One of the campaign elements explores the global paths players have taken to become stars in the US game.
“We are thrilled to continue our partnership with Major League Soccer, reinforcing our long-term commitment to North American soccer fans,” said Patrick Pierce, the vice president for marketing partnerships at Etihad Airways.
MLS has 22 teams, with 19 in the US and three in Canada. The season runs from March to December.
In October 2014, the league announced the formation of a new Los Angeles-area team to replace Chivas USA, and due to start playing next year.
The former England and Manchester United football star David Beckham has been trying since 2014 to launch his own MLS team franchise but has struggled to secure a venue for a stadium in Miami. Should his and the Chivas team get the final go-ahead, there will be 24 teams in the MLS in 2018.
Despite Beckham’s struggles, last month the MLS commissioner Don Garber sounded hopeful about his proposed Miami team when he spoke at the MLS Draft in Los Angeles. “I am confident [Miami] will be our 24th team,” he said. “We’ll continue to work hard on finalising a deal there … but we are making progress. We need that team to get announced before we make any decisions going forward,” he said.
Of the new Etihad deal, Jennifer Cramer, the vice president of partnership marketing at MLS, said: “At MLS, we are dedicated to serving our global audience, which is why it is truly exciting to partner with a premium global brand whose values and approach mirror our own.”
The agreement will build on Etihad’s exposure to the US market. The airline currently operates 45 return flights each week between Abu Dhabi and six American cities – Chicago, Dallas/Fort Worth, Los Angeles, New York JFK, San Francisco and Washington, DC.
The carrier also has partnerships with New York City FC Manchester City, Melbourne City FC, and at home with Al Ittihad FC and Al AinFC.
chnelson@thenational.ae
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