Emirates’ relationship with the ICC dates back to 2002 when the airline signed a deal with international cricket’s governing body to sponsor the Emirates Elite Panels of Umpires and Match Referees.
In 2008, Emirates became an Official Partner of the ICC giving the airline sponsorship rights to all ICC major tournaments, including the 2011 and 2015 ICC Cricket World Cups, ICC Champions Trophy and ICC World Twenty20. It also sponsors the ICC Cricket World Cup Qualifier, ICC Under-19 World Cup, ICC Intercontinental Cup and the ICC Women's World Cup.
As a sponsor of the 2011 ICC World Cup hosted by India, Sri Lanka and Bangladesh, Emirates engagement with fans through a number of on-site activities. These included under privileged children, players and ICC Umpires visiting the ‘Flying Catch’ (a large inflatable catching game) the use cabin crew for instadia promotions, merchandise distribution and accompanying the ICC Cricket World Cup Trophy onto the field of play at specific games.
Furthermore, over the course of the tournament, Emirates achieved strong brand exposure through a range of different on-site channels including, big screen branding, static and digital perimeter boards and branding of ICC Umpires.
In 2012, as Official Partners of the ICC, Emirates will have a similar presence at the ICC World Twenty20 hosted by Sri Lanka.