Etihad Airways has extended its international sports sponsorships to Australia in a new deal which will see the famous Telstra Dome in Melbourne re-named from early next year as the Etihad Stadium.

The 55,000 capacity stadium, opened in 2000, is a multi-purpose sports and entertainment stadium in Melbourne.

The five-year deal is Etihad’s first major sporting sponsorship in Australia and will see the Abu Dhabi-based airline’s branding feature prominently inside and outside the stadium, including on perimeter signage and giant score boards.

Etihad’s latest sponsorship comes into effect on 1 March 2009 – the start of the Australian Football League season - just weeks before the airline launches a non-stop, daily service to the Victorian capital.

'Sport sponsorships form a major part of Etihad’s international marketing strategy. Building on the success of our existing sporting associations with the Ferrari F1 team, Chelsea Football Club, Harlequins Rugby Football Club, the All Ireland Senior Hurling Championships and the Abu Dhabi Golf Championship, this latest deal will further strengthen our growing ties with Australia,' said James Hogan, CEO Etihad Airways.

'This marks a new and very exciting chapter for the venue. Etihad Airways, like our company, has developed an outstanding international reputation through the delivery of first class services, and we are delighted to have them as a partner,' added Ian Collins, CEO of Melbourne Stadiums Limited.

Etihad will commence non-stop daily services from Melbourne to Abu Dhabi from March 30 next year.

The airline currently flies 11 times a week to Sydney and three times a week to Brisbane, via Singapore.-TradeArabia News Service