Aditya ChaudhuriThe International Cricket Council (ICC) has announced a multi-year partnership extension agreement with UAE flag carrier, Emirates.
The new extension is for a period of eight-years and will take the partnership into its third decade.
Emirates will keep the naming rights to the (Emirates) ICC’s Elite Panel of Umpires and Match Referees, and the match officials will take to the field for the upcoming ICC Men’s T20 Cricket World Cup with Emirates’ “Fly Better” branding on their apparel.
Emirates will also continue to work with the ICC on fan engagement activities.
Also read: ICC Men’s T20 Cricket World Cup 2024 Sponsors
Geoff Allardice, Chief Executive, ICC, 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.“
