UAE’s Etihad becomes first major airline to sponsor an esports team

UAE national carrier, Etihad Airways, confirmed on Monday that it will sponsor World Champion Esports team, Team Nigma, the organisation founded by The International 7 champions.

The Dota 2 giant, Nigma, will be the first esports team ever to be sponsored by a major airline.
The announcement follows the news that Nigma will be relocating to Abu Dhabi, under their partnership with AD Gaming.

The AD Gaming initiative announced by Twofour54 in Abu Dhabi last month was a means to build a gaming and esports ecosystem in the emirate. AD Gaming intends to provide a support system for game developers, players, consumers, and businesses in Abu Dhabi.

Read: AD Gaming formed to further gaming sector in Abu Dhabi

UAE’s governing body for esports, the Emirates Esports Association, will also establish its headquarters at the Gaming Hub within twofour54’s new media and entertainment campus, Yas Creative Hub when it opens later this year in Abu Dhabi.

Read also: Emirates Esports Association to set up base at Yas Creative Hub in Abu Dhabi

“Like us, Etihad believes in supporting and developing new upcoming talents from the region and see esports as a major industry for the region.“The amount of support they have already shown us is admirable,” said Christoph Timm, co-founder of Team Nigma.

Amina Taher, vice president brand, marketing and sponsorships at Etihad Airways, added: “The gaming industry is rapidly gaining prominence. Etihad is proud to lead the way and be the first major global airline to partner with an esports team. This is another proof point of our industry leading approach to sports sponsorships. “

Read more: Inside the business of sports sponsorship in the UAE

Etihad is has already partnered with world-class sports teams and events, from Manchester City Football Club to the Formula 1 Etihad Airways Abu Dhabi Grand Prix. “We see the value in sports-based sponsorships which unite and engage with communities, and we look forward to what the future holds with Team Nigma,” said Taher.

The global gaming industry is projected to generate $300bn in revenue by 2025, with the MENA region witnessing the highest growth rates.