Emirates, a global airline leader, and the International Cricket Council (ICC), the governing body for cricket, have announced a significant eight-year extension to their partnership.
This renewal has solidified the pact as one of the longest-running collaborations in world sports.
The extended deal has ensured Emirates remains a key ICC partner until 2031. This sponsorship encompasses a staggering 28 major ICC men’s and women’s cricket events across 16 countries during this period. These include prestigious tournaments like the Cricket World Cup, ICC T20 World Cup, and the Champions Trophy.
ICC Chief Executive, Geoff Allardice said, “We are delighted to renew our partnership with Emirates, as we continue our efforts to develop and grow the game around the world. Emirates has long been a valued partner in our journey and as a leading global brand, we continue together to connect people from all corners of the world through cricket. This long-term renewal signifies new opportunities in our partnership starting with the ICC Men’s T20 World Cup in the West Indies and United States next month.”
Commenting on the partnership renewal, Adnan Kazim, Deputy President, and Chief Commercial Officer at Emirates said, “Emirates’ association with cricket has helped us reach new fans around the world and support the growth of the game. Our partnership with the ICC is one of the most established in our global sports sponsorships portfolio and we are pleased to reaffirm our commitment to the sport and to enthusiasts worldwide by extending our association for another eight years.
“Cricket is a sport that deeply connects with fans across the world, and we’re pleased to align with the ICC who shares our commitment to provide fans with unique experiences in the coming years across geographies and share in the passion of the hundreds of millions who follow the sport, many of whom are our customers. Through our sponsorship of the ICC we are able to connect with fans and communities across key markets in our global network including in Asia, Australasia and the UK. We are also excited that our renewed partnership kicks off with the ICC Men’s T20 World Cup 2024 next month, to connect with the cricket fan base in the US.”
The announcement comes ahead of the highly anticipated ICC Men’s T20 World Cup 2024, hosted by the West Indies and the United States.
Emirates retains exclusive naming rights for the prestigious Emirates ICC Elite Panel of Umpires and Match Referees. These officials will sport Emirates’ Fly Better branding on their apparel during the upcoming World Cup. The airline’s association extends to the Decision Review System (DRS) and Third Umpire announcements, ensuring its presence at crucial moments in each match.
The expanded partnership promises even more engaging content for fans. The innovative “Emirates Fly Better Moments” will showcase daily fielding highlights from each World Cup, providing bite-sized cricket thrills for fans worldwide.
This announcement follows the ICC’s recent extension of its global partnership with Aramco, DP World, and FanCraze.
Emirates, a major Dubai-based airline, is one of the United Arab Emirates’ two flag carriers. Owned by the Investment Corporation of Dubai, it operates as a subsidiary of The Emirates Group. As the Middle East’s largest airline, Emirates boasts a vast network, offering over 3,600 weekly flights to more than 150 destinations across 80 countries.