In a move that highlights the expanding commercial power of the City Football Group (CFG), ESTAC Troyes has officially announced Etihad Airways as its new “Premium Partner” and “Official Airline.”
The deal, signed on February 20, 2026, marks the UAE national carrier’s first-ever formal partnership with a professional football club in France, signifying a strategic pivot to capture the French regional and tourism markets.
The “City Football Group” Synergy
Since acquiring ESTAC Troyes in 2020, CFG has focused on integrating the club into its global commercial infrastructure. By securing Etihad—long the primary sponsor of Manchester City, New York City FC, and Melbourne City—Troyes is now part of an elite “aviation-backed” club network.
- Strategic Gateway: Located in the Champagne region and within proximity to Paris, Troyes attracts millions of tourists annually. This partnership allows Etihad to tap into a high-value regional market with strong international connectivity potential.
- Matchday Elevation: A core pillar of the deal is “enhancing the fan experience.” Plans include Etihad-branded stadium activations at the Stade de l’Aube, youth clinic programs, and potential travel rewards for Troyes supporters.
- Brand Visibility: Etihad’s logo will feature prominently across the club’s digital assets, LED boards, and training apparel, aligning the Ligue 2 side with a premium global aviation brand.
Executive Insight
Edwin Pindi, Executive President and CEO of ESTAC, emphasized the growth potential for the region:
“This agreement aligns with our ambition to enhance the experience for our supporters while increasing the international visibility of both the club and the Troyes region. Welcoming a global leader like Etihad is a milestone for our development.”