Etihad Airways becomes official sponsor of Ladies European Tour

Etihad Airways has continued its push into woman’s sports sponsorship with the announcement that it will become the official airline of the Ladies European Tour (LET) in 2016.

The deal will see Etihad Airways collaborate with LET on a series of marketing and in-flight media initiatives promoting the tour’s female golfers.

Patrick Pierce, vice president of sponsorship for Etihad Airways, said the support of the Ladies European Tour “provides yet another opportunity for Etihad to increase our brand and business profile to an international audience passionate about golf".

The partnership is the latest in a series which Etihad has formed with a number of women’s sports teams such as Manchester City Women’s Football Club, Melbourne City Women’s Football Club and the Washington Mystics of the Women’s National Basketball Association (WNBA).

Chief executive of the Ladies European Tour, Ivan Khodabakhsh, said it was “thrilled to enter a global partnership with Etihad Airways” and added that “the new relationship is testimony to the global appeal of the LET and the success of our players to connect with audiences in many markets around the world.”

Etihad Airways is now the second LET global partner, joining Omega, the Official Timekeeper of the LET.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.