Emirates Renews Its Global Partnership With ICC For Eight Years

Emirates has further solidified its position in the world of sports through an extended partnership with the International Cricket Council (ICC). The collaboration already spanning over two decades, is to continue until 2031, covering 28 ICC men's and women's events. This extension includes major tournaments such as the Cricket World Cup, T20 World Cup, and Champions Trophy, making it one of the longest-standing associations in global sports.

The announcement comes as the cricketing world gears up for the ICC Men's T20 World Cup 2024, to be hosted in the West Indies and the United States. Emirates will play a prominent role at the event, showcasing its Fly Better branding on the apparel of the ICC's Elite Panel of Umpires and Match Referees. The airline's association will also extend to the Decision Review System and Third Umpire decisions, ensuring its presence during critical moments of the game.

Adnan Kazim, Emirates' Deputy President and Chief Commercial Officer, expressed enthusiasm about the partnership's extension. He highlighted cricket’s global appeal and the opportunity it presents for Emirates to connect with fans and communities across its network, especially in key markets like Asia, Australasia, and the UK. Kazim also emphasized the shared commitment with the ICC to providing unique experiences for cricket fans worldwide.

Geoff Allardice, ICC Chief Executive, acknowledged Emirates' valuable contribution to cricket’s global development and expressed excitement over the new opportunities the renewed partnership brings, starting with the upcoming T20 World Cup.

In addition to enhancing fan engagement through Emirates Fly Better Moments and ICC digital platforms, the partnership aims to bridge communities. Emirates' inflight entertainment will feature ICC content, and younger fans will engage with the brand through the ICC Fan Zone on Roblox. The collaboration also focuses on promoting diversity and inclusion within the sport, supporting initiatives like the ICC's 100% Cricket programme to empower women and young girls.

Emirates' dedication to cricket extends beyond its ICC partnership. The airline holds naming rights for Emirates Old Trafford and sponsors the Lancashire Lightning T20 team. Its efforts to nurture future talent are evident in the Future Flyers programme with Lancashire and the support for local cricket teams at the Emirates 7s Stadium in the UAE.