Emirates And ICC Extend Partnership Until 2031
For Men’s And Women’s Events
Emirates and the International Cricket Council (ICC) have signed a multi-year extension to their global partnership. This renewal, marking the partnership’s third decade, solidifies its status as one of the most enduring in international sports.
Extending until 2031, the partnership encompasses 28 ICC men’s and women’s events, including marquee tournaments such as the Cricket World Cup, T20 World Cup, and Champions Trophy.
The announcement of Emirates as a premier ICC partner comes as the world eagerly awaits the ICC Men’s T20 World Cup 2024, a momentous event slated to be hosted in the West Indies and the United States in June.
Emirates will retain its exclusive naming rights to the Emirates ICC elite panel of umpires and match referees, ensuring its brand presence remains synonymous with top-tier officiating in cricket.
Moreover, ICC match officials will sport Emirates branding on their apparel during matches in the West Indies and the United States.
Reflecting 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 worldwide and support the game’s growth.
8 Years
“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 enthusiasts worldwide by extending our association for another eight years.”
He added: “Through our sponsorship of the ICC, we can 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.”
Geoff Allardice, CEO of ICC, said: “Emirates has long been a valued partner in our journey, and we continue together to connect people from all corners of the world through cricket.”
He emphasised the renewed opportunities presented by the long-term partnership, which will commence with the upcoming ICC Men’s T20 World Cup.
In addition to its continued presence at ICC events, Emirates will expand its marketing partnership to develop more engaging fan content and increase its visibility on the ICC’s digital platforms. Emirates will offer fans bite-sized showcases of the best fielding highlights from ICC events, enhancing the cricket viewing experience worldwide.
Featured image: (L-R): Geoff Allardice, ICC CEO; Adnan Kazim, Emirates Deputy President and CCO; and cricket star Yuvraj Singh with Emirates’ cabin crew members. Credit: Emirates
