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Etihad’s soft power rivalry with Emirates continues as it underwrites Sydney Opera House

Rafat Ali

Photo Credit: The luminous Sydney Opera House at night.  Flickr.com / Joseph Younis

Skift Take

Emirates, Etihad, Qatar and Turkish airlines are in a race to spread their wings beyond their fast growing airlines, and corporate sponsorships are coming aplenty.

Etihad Airways and Sydney Opera House has announced a new three-year, multimillion dollar partnership. George Souris, New South Wales Minister for Tourism, Major Events and the Arts, said: "This exciting partnership between Etihad Airways, and our nation's flagship performing arts center will raise even further Sydney's profile as one of the world's great tourist and cultural destinations." Etihad Airways' President and CEO James Hogan said the

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