Manchester City Set for Record-Breaking Sponsorship Renewal with Etihad Airways
Manchester City are reportedly on the verge of striking a groundbreaking new deal with their long-time sponsors, Etihad Airways, according to fresh reports.
Back in 2011, City made headlines when they secured a monumental £400 million sponsorship deal with Etihad Airways, the largest in sports history at the time. This agreement not only gave City financial backing but also led to the renaming of their home ground to the now-iconic Etihad Stadium. The deal, which was double the size of JP Morgan Chase’s $300 million deal for Madison Square Garden, set the bar high for future sponsorships in sport.
Along with the stadium name, the deal extended City’s shirt sponsorship for a decade and spurred the development of the Etihad Campus. This world-class facility now includes a cutting-edge training complex, the Co-Op Arena, and a soon-to-be-completed fan entertainment hub expected by 2026.
Now, both Manchester City and Etihad Airways are set to up the ante with an even bigger sponsorship deal, reflecting their shared ambitions for growth. According to insider ‘Tolmie’s Hairdoo’ on X, the new agreement could be worth a staggering £900 million—more than doubling the previous deal’s value.
These rumors were supported by recent remarks from Etihad Aviation Group’s CEO, Antonoaldo Neves, who addressed speculation about the airline’s investment in City. Speaking to Sky News’ Business Live in October 2024, Neves firmly rejected any claims that Etihad had overpaid for its sponsorship of the Premier League champions.
“Etihad doesn’t do any transactions with any partner that is not on the market basis,” Neves explained. “We have an amazing governance in Etihad. The mandate we have from our shareholders is very clear: deliver extraordinary customer experience and at the same time deliver an airline that is financially viable.”
He further emphasized that all sponsorship deals are carefully negotiated to ensure strong returns, stating, “If we don’t engage in transactions at the market level, the returns don’t come; so absolutely, yes, it’s market-based. It’s a lot of negotiations that go on. And we get great returns from all these sponsorship contracts we have.”
The discussions surrounding City’s lucrative sponsorship renewal come as the club recently won a legal challenge regarding the Premier League’s Associated Party Transaction rules. This victory means that the Premier League’s decisions on two specific sponsorship transactions, likely including the one with Etihad, have been set aside, clearing the way for this new record-breaking deal.
As both Manchester City and Etihad Airways look to the future, this renewed partnership could further elevate the club’s status while cementing Etihad’s place as one of the most influential sponsors in global sports.
