Emirates Expands Long-standing International Cricket Council (ICC) Partnership

Emirates have expanded its partnership deal with the International Cricket Council (ICC).?

?The eight year extension??has cemented the deal as one of the longest-running partnerships in cricket. Emirates will remain a key ICC partner until 2031, and will comprise 28 major ICC men’s and women’s cricket tournaments during this period.?

Following the renewal, 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.”

Adnan Kazim, Deputy President, and Chief Commercial Officer at Emirates?added,?“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.”

With the ICC Men’s T20 World Cup currently ongoing in??US and West Indies, 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 also extends to the Decision Review System (DRS) and Third Umpire announcements, ensuring its presence at crucial moments in each match.

The expanded partnership sees “Emirates Fly Better Moments”,??a fan-engagement campaign that will showcase daily fielding highlights from each World Cup, providing bite-sized cricket thrills for fans worldwide.

According to ASN data, Emirates (16.3%, US$75.4m+) is the third largest spender for its category since Q321, with an average quarterly spend of almost US$6.6m during this period. Apart from its major involvement with ICC, it also has a key deal with European football giant Real Madrid.

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This article was first published in ASN's June 2024 no. 1 newswire.