Etihad Airways have ended their seven year association with Harlequins, but Sport360° understands talks to extend their partnership with the Aviva Premiership club’s Abu Dhabi counterparts are at an advanced stage.
Abu Dhabi Harlequins officials hope to ink a new three-year deal that would also safeguard the immediate future of the Etihad Airways Junior Rugby Festival.
The capital club only changed their name from Abu Dhabi Bats six years ago, after they became affiliated with the London-based side.
It had been hoped that new deals for both clubs could be announced simultaneously, but the airline has now decided to end its relationship with the 2012 Premiership champions, when the current deal runs out at the end of the month.
Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Our relationship with Harlequins has been hugely successful for both parties, but we have taken the decision to use the conclusion of the current deal to reconsider our opportunities for Etihad’s aviation group in support of our realigned sports marketing strategy.
“It has been great to have been part of the Harlequins story, which included the Aviva Premiership triumph in 2012, and we wish the players, coaching staff and supporters much continued success.”
David Ellis, Chief Executive of Harlequins, added: “I would like to take this opportunity, on behalf of the club, to thank Etihad Airways for its loyalty and commitment to Harlequins over these past seven years.”
The partnership has helped aid growth in rugby in the region with strong links built between London and Abu Dhabi in terms of player and coaching development.
The Etihad Airways Junior Rugby Festival, meanwhile, has grown to become the Middle East’s biggest event of its type, with over 2,000 local and international children benefitting from expert coaching, with players and staff from Harlequins taking part.
