Right around the world, sponsorship is a key marketing strategy for airlines. We often see them sponsoring high profile sports, who have big and global TV audiences, but increasingly, we are seeing airlines add or increase non-sports properties to their portfolio. One of those airlines is Etihad Airways, a truly global airline not just in terms of status but also the way they approach their sponsorships. Joining me on the show to discuss Etihad Airway’s sponsorships is Simon Hawk, Manager, Sponsorship, who is responsible for leading the airline’s sponsorship program in Australia. It is a great chat and some interesting insights into how they structure and approach their sponsorships; particularly what Simon explains is their three Fs. We are playing catch up a little bit in this episode as we moved off schedule when we decided to release episode 45 and cut together some of the best bits of the show so far. So, to catch up, and make sure we get all the content in, we’ve recorded two of Sam Irvine’s blog chats. The first is about his insights from his recent trip to New Zealand for the Sponsorship Summit while the second is a letter he has written to his younger self which offers some advice around activations. Enjoy.

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