Etihad Manchester East Renewal - Business Plan Example

According to Etihad Airways (2011), the airline has a fleet of 63 airplanes that operate in excess of 1000 flights weekly. The aircraft serves an international network of cargo destinations located in 52 countries and services 84 passengers.The partnership deal between Manchester City Football Club and Etihad Airways was signed in July of 2011 and will transcend 10 years. According to Manchester City Football Academy (2011), the deal will include the stadium’s naming rights, existing shirt sponsorship, and around 80 acres of brownfield land located diagonally opposite of the Etihad Stadium.

The surrounding land will be known as the Etihad campus. The club’s shirts will be branded A330-200 aircraft to mark the extended partnership.It is suggested by Brown (2011) that the deal fits with the strategic aims of Etihad to utilize Manchester Airport as a vital hub for its operations in the Middle East to the North American routes. Binns (2010) argues that the City Council was also on board with the sponsorship deal since the renamed Stadium is still in its ownership.According to Manchester City Council Executive report (2011), the first proposal that was detailed was inclusive of the Analine Chemical Works site which was across from the Stadium.

The land was earmarked for a future training complex. This was inclusive of the provision for youth team matches and reserve team matches together with outdoor and indoor pitches for the academy and the first team.Manchester City’s Academy’s report (2011) further states that the development plan will also include: a home for around 400 young players studying and training alongside senior players, with a paved development pathway to play for the first team, 11 and one half-size youth development pitches, 4 full and one half-size pitch for the first team, classroom facility that caters to 40 young players and sleeping accommodation on site, a planned first team structure complete with gym, changing rooms, rehab center, and refectory, a stadium which holds 7,000 for youth matches, a media center, staff offices and a bridge that links Etihad Stadium and Etihad Campus to the site.