Emirates’ association with cricket growing ever so stronger   

World’s leading airline Emirates’ association with cricket dates back to 1998. Emirates came in as the sponsor for a tri-nation tournament in England involving the hosts, South Africa and Sri Lanka. The competition was titled Emirates triangular tournament and it was the dawn of a new era.

It was the first time that an international series was played in England in coloured clothing. Twenty years after Kerry Packer had revolutionized the sport in Australia; it needed some innovation from Emirates for traditions in England to change.

The closely contested series saw Sri Lanka and England reaching the finals and defending world champions beating hosts England by five wickets thanks to Marvan Atapattu’s maiden hundred. Muttiah Muralitharan finished with five for 34, the best bowling figures in ODIs at the Home of Cricket.

Since then, Emirates has expanded investing heavily on cricket. The airline is one of the sponsors of all major ICC events such as the 50 over World Cups, T-20 World Cups, World Test Championships, Women’s World Cups, and Under-19 World Cups. Emirates sponsorship with ICC dates back to 2002.

Emirates also sponsors ICC Elite Panel of Umpires and Match Referees, another association that dates back to 2002. The airline that reaches all continents also flies match officials all over the world.

Emirates has also tied up with two English cricket counties. Durham won back to back County titles in 2008 and 2009 and Emirates came on board the following year. Since then, they have won the County Championship once in 2013 and many England stars are in their ranks including 2019 World Cup hero Ben Stokes.

The Durham deal included the naming rights of the ground and their venue at Chester-le-Street was named Emirates Riverside Stadium. Sri Lanka played two World Cup fixtures in 2019 at this venue against South Africa and West Indies.

In 2013, Emirates signed up a ten year deal with England’s leading county Lancashire. With that deal, one of the iconic venues of cricket the Old Trafford was renamed Emirates Old Trafford.

Cricket is not the only sport that has benefited from the generous Emirates’ sponsorships. There are several football clubs that have tie-ups with Emirates including leading clubs such as Barcelona, AC Milan and Arsenal. Emirates is also the title partner of UK’s leading football competition the FA Cup, which has been now renamed as The Emirates FA Cup since 2015.

Emirates has sponsored the last three Rugby World Cups. The Emirates Airlines Dubai Rugby Sevens is an association that goes back to 1987 and the tournament will get underway shortly after the ICC T-20 World Cup with Sri Lanka too participating.

Tennis, Golf, Cycling, Motor Racing, Sailing and Horse Racing are some of the other sports that Emirates sponsors.