The Sydney Opera House has struck a multi-million dollar sponsorship deal with Abu Dhabi’s Etihad Airways. It is hoped that the deal will secure Sydney as a premier cultural destination for international visitors and performers, and place it on the international destination network.
The deal includes the Opera House retaining its name. However, the airline’s advertising will be featured in and around the House as part of the deal. Etihad is also denying that advertising will also feature on the Opera House’s iconic sails. In one critique of the deal, it’s been lamented that the Opera House may begin to resemble the international terminal of Kingsford Smith Airport, with a rival Middle Eastern airline, Emirates, the principal partner of the Sydney Symphony competing with another airline giant, Qantas, who sponsor the Australian Ballet.
