Emirates & ICC Extend Global Partnership

Emirates and the International Cricket Council (ICC), on May 30, 2024, announced a multi-year extension to their global partnership. 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.

The Renewed Partnership

Emirates will continue to hold the exclusive naming rights to the Emirates ICC's Elite Panel of Umpires and Match Referees, and ICC Match Officials will take to the field in the West Indies and the United States with Emirates’ Fly Better branding on their apparel. The airline will be associated with the Decision Review System and Third Umpire decision announcements in-game, ensuring that Emirates is synonymous with pivotal match moments. The long-standing partnership, already in its third decade, is set to become one of the most established in world sport and extends to 28 ICC men’s and women’s events until 2031, including the Cricket World Cup, T20 World Cup, and Champions Trophy.

Statements

Commenting on the partnership renewal, Adnan Kazim, deputy president & 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, Australia, 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.”

ICC's chief executive officer, Geoff Allardice, commented on the partnership as well, stating, “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.”

The expanded marketing partnership will see Emirates develop even more engaging fan content and take up a greater presence on the ICC’s digital platforms. Emirates Fly Better Moments will provide a bite-size showcase of the best fielding highlights from ICC Events, available to fans around the globe daily throughout each World Cup.

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. With a focus on connecting with communities and supporting initiatives that promote diversity and inclusion, Emirates and ICC will collaborate on initiatives within the ICC’s 100% Cricket programme and work together to empower women and young girls through the sport.