Emirates and the International Cricket Council (ICC) have announced a multi-year extension of their global partnership, ahead of the ICC Men’s T20 World Cup 2024 which will be hosted in the West Indies and the United States in June.

The long-standing partnership, 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.

Under the eight-year 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.

Adnan Kazim, Deputy President, and 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.

“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.”

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.”

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.

Emirates is committed to supporting cricket worldwide, connecting with fans and communities across Asia, Australasia and the UK. Besides its major partnership with the ICC and associated events, Emirates is the naming rights partner for Emirates Old Trafford, a world-renowned sports, conference, events and music venue.

Emirates is also the shirt sponsor of the Lancashire Lightning T20 team. As part of its commitment to the club, Emirates and Lancashire continue to seek out the next generation of cricket stars through their joint programme, Future Flyers.

The Emirates 7s Stadium in the UAE is also home to a number of local cricket teams who train and play throughout the year. – TradeArabia News Service