Emirates airlines has extended its longstanding global partnership with the International Cricket Council.
The partnership which has spanned for more than three decades, will cover all of ICC’s events, Cricket World Cup, T20 World Cup and Champions Trophy, till 2031.
The announcement of Emirates as a Premier Partner comes ahead of the ICC Men’s T20 World Cup 2024 which will be hosted in the West Indies and the United States next month, an event at which the global airline will be highly visible and active.
Emirates will continue to hold the exclusive naming rights to ICC’s umpires and match referees.
These officials will use the Emirates’ Fly Better branding on their apparel at the ongoing ICC Men’s T20 World Cup in West Indies and the USA.
The airline will be associated with decision review announcements in-game to make sure that Emirates is synonymous with pivotal match moments.
“Emirates’ association with cricket has helped us reach new fans around the world and support the growth of the game,” Adnan Kazim, Deputy President, and Chief Commercial Officer at Emirates.
Kazim also shared that the brand was able to connect with many of its customers who are fans odfthe sport.
“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,” continued Kazim.
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.”
The expanded marketing partnership will see Emirates develop even more fan content and build a greater presence on the ICC’s digital platforms.
Whilst on Emirates flights, cricket followers will have the opportunity to watch ICC content via the airline’s inflight entertainment system and younger fans will be able to interact with the Emirates brand through the online ICC Fan Zone which is returning to the Metaverse on Roblox for the ICC Men’s T20 World Cup 2024.
Besides its major partnership with the ICC and associated events, Emirates is also the naming rights partner for Emirates Old Trafford, a UK-based sports, conference, events and music venue.
The airline is also the shirt sponsor for the UK-based Lancashire Lightning team.
