In 2010, Emirates signed a six-year sponsorship deal to become the official shirt sponsor of Durham County Cricket Club’s limited over team, the Durham Dynamos. Additionally, Emirates acquired naming rights to Durham’s Riverside Stadium, subsequently renamed the Emirates Durham International Cricket Ground.
Emirates Durham International Cricket Ground is a world-class sporting and music venue that regularly attracts visitors from all over the world. As well as hosting all of Durham’s home games, the Emirates Durham International Cricket Ground is scheduled to host a number of high-profile England games in coming years, with the highlight being an Ashes Test in 2013.
Durham Dynamos is one of the leading teams in the Twenty20 format of the game, which has seen a massive growth in popularity in the UK in recent years. The association with Durham Country Cricket Club provides Emirates with a platform to engage cricket fans across the UK and especially in the northeast of England, an important region for Emirates, which offers daily flights from Newcastle and Manchester.
Cricket forms an important part of Emirates' sponsorship strategy. See also ICC & Cricket World Cups and ICC Umpires.