Creating synergies with key networks

Cricket continues to be a great brand fit for Emirates, as highlighted by a number of high-profile relationships, including those with the ICC and ICC Elite Umpires.

Cricket offers strong synergy for Emirates, in terms of the key cricket-playing nations and the airline's major route networks across Asia, Australasia, and the UK. As such, cricket has formed an important part of the sponsorship strategy, providing a powerful platform to connect with fans and communities.

Emirates is proud to be associated with the International Cricket Council (ICC) and all its major events, including the ICC Cricket World Cup, ICC World Twenty20, and ICC Champions Trophy. The ICC partnership also sees Emirates featured on the official uniform of the ICC elite panel of umpires.

In the UK, Emirates has forged strong partnerships with Durham County Cricket Club and more recently with Lancashire County Cricket Club. These deals include naming rights to both clubs’ playing grounds, the Emirates Durham International Cricket Ground and Emirates Old Trafford, as well as branding on their T20 team shirts. On a tournament level, Emirates is proud to be Title Sponsor of the Emirates Airline Twenty20, which brings successful County Cricket Clubs to Dubai to compete for the coveted T20 trophy.

At a grassroots level, the Emirates Airline ARCH Trophy is a cricket competition contested by schools in the UAE.


Durham County Cricket Club

Emirates has forged a unique partnership with Durham County Cricket Club. As well as being the official sponsor of the club's Twenty20 team, the Durham Dynamos, Emirates has naming rights to the Emirates Durham International Cricket Ground.

In 2010, Emirates signed a six-year sponsorship deal to become the official shirt sponsor for 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, 2013 also saw the ground host one of the Ashes test matches.

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 with its daily flights from Newcastle.

Emirates also sponsors Lancashire County Cricket Club and the Emirates T20 and Pro-Arch schools tournament, is a partner of the ICC, and sponsors the Emirates Elite Panel of ICC Umpires.

To promote its sponsorship of both Durham CCC and Lancashire CCC, Emirates launched the Durham Lancashire Emirates Trophy to be awarded to the winner when the teams meet each other in the English Twenty20 league.


Emirates Elite Panel of ICC Umpires

Emirates sponsor the ICC’s Elite Panel of ICC Umpires and Match Referees.

Emirates has been the main sponsor of the Emirates Elite Panel of ICC Umpires since 2002, when the panel was formed to officiate Test Matches and One-Day Internationals around the world.

The agreement sees the Fly Emirates logo displayed on umpire clothing and has helped Emirates achieve widespread visibility and media exposure to cricket fans around the world. In addition to providing branded clothing, as the official airline for all ICC travel, Emirates transports umpires around the globe.

The relationship with the umpires is part of a wider-ranging relationship with the ICC.

Emirates also sponsors Lancashire County Cricket Club, Durham County Cricket Club, the Emirates T20, and Pro-Arch schools tournament.


Lancashire County Cricket Club

Emirates is proud to be the Main Partner of the Lancashire County Cricket Club.

In 2013, Emirates announced a ten-year sponsorship deal that made it the official naming rights partner of one of England’s most historic and premier cricket grounds, Old Trafford.

The newly renamed Emirates Old Trafford hosted The Ashes in 2013 and now has guaranteed international cricket for the next four years, including hosting the ICC World Cup in 2019.

The world-famous cricket ground has been the home of the Lancashire County Cricket Club for more than 150 years. In addition to the naming rights partnership, Emirates is also the shirt sponsor for Lancashire’s NatWest T20 Blast team, which won the title for the first time in 2015.

Besides being a sports venue, Emirates Old Trafford is also a major concert venue that can accommodate 50,000 people and home to three unique conference and events facilities as well as, beginning in 2017, a 150-room Hilton hotel.

The ground-breaking naming rights partnership has helped position Emirates Old Trafford as a world-renowned sports, conference, and events and music venue that attracts visitors from all over the world.

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