In a significant announcement, Emirates and the International Cricket Council (ICC) have extended their global partnership for multiple years, cementing one of the longest-standing collaborations in world sports. This renewed partnership will span until 2031, encompassing 28 ICC men’s and women’s events, including the highly anticipated Cricket World Cup, T20 World Cup, and Champions Trophy. As part of this extended agreement, Emirates will continue to serve as a Premier Partner for the upcoming ICC Men’s T20 World Cup 2024, set to take place in the West Indies and the United States. This partnership further strengthens Emirates’ presence in the cricket world, with the airline maintaining exclusive naming rights for the Emirates ICC Elite Panel of Umpires and Match Referees. During matches, Emirates’ branding will be prominently displayed on the Umpires’ outfits, and the airline will be closely associated with the Decision Review System and Third Umpire decisions, further connecting the Emirates brand with key moments in the sport. Commenting on the partnership renewal, Adnan Kazim, Deputy President, and Chief Commercial Officer at Emirates, expressed the airline’s dedication to cricket and its global fan base. He emphasized the shared commitment with the ICC to enhance fan experiences across geographies and cater to the passion of cricket enthusiasts worldwide. Emirates’ sponsorship of the ICC allows the airline to connect with fans and communities in key markets, including Asia, Australasia, and the UK. Kazim also expressed excitement about the partnership kick-off with the ICC Men’s T20 World Cup 2024, aiming to connect with the cricket fan base in the US. ICC Chief Executive, Geoff Allardice, welcomed the renewal, highlighting Emirates’ long-standing support as a valued partner in the ICC’s journey. He emphasized the collective efforts to develop and grow the game globally, connecting people through cricket from all corners of the world. The partnership extension presents new opportunities, commencing with the ICC Men’s T20 World Cup in the West Indies and the United States next month. The expanded partnership will also enhance Emirates’ digital presence, creating engaging fan content and increasing the airline’s visibility on ICC’s digital platforms. Emirates Fly Better Moments will showcase top fielding moments from ICC events, providing daily updates for fans worldwide during each World Cup. Cricket enthusiasts can enjoy ICC content on Emirates inflight entertainment systems, while younger fans can engage with the Emirates brand in the ICC Fan Zone on Roblox, set to return for the ICC Men’s T20 World Cup 2024. In line with their commitment to community engagement and promoting diversity and inclusion, Emirates and ICC will collaborate on various initiatives within the ICC’s 100% Cricket programme, empowering women and young girls in the sport. Emirates maintains its global connection with cricket fans and communities not only through its ICC partnership but also as the naming rights partner for Emirates Old Trafford and the shirt sponsor for the Lancashire Lightning T20 team. The airline supports the development of upcoming cricket talents through the Future Flyers programme with Lancashire and hosts local cricket teams at the Emirates 7s Stadium in the UAE year-round, further fostering the growth of the sport and connecting with cricket enthusiasts globally.
Emirates and ICC Extend Global Partnership for Multiple Years
