LANCASHIRE CRICKET EXTENDS EMIRATES DEAL

23 May 2022

By: Sport Industry Group

Lancashire Cricket has announced that international airline Emirates has signed a new seven-year extension of the club’s headline partnership, running until 2029. This makes the deal the longest and biggest sponsorship in English domestic cricket.

The partnership began in April 2013 and this extension means that Emirates will remain as principal headline sponsor at Lancashire Cricket and Emirates Old Trafford and be on the front of the club’s T20 shirt for at least 17 years. The partnership includes naming rights of the Emirates Old Trafford stadium, as well as shirt sponsorship for Lancashire Lightning’s Vitality Blast shirt, and strengthens one of the most recognisable sponsorships in sport.

In addition to the previous assets, a new lounge, named the Emirates Business Class Lounge, and a dedicated hospitality and Conference and Events space, will be branded up in the historic Pavilion at Emirates Old Trafford.

Daniel Gidney, Chief Executive at Lancashire Cricket, said, “This is an historic day for the club and we’re delighted to announce the Emirates partnership renewal, which positions the sponsorship at Lancashire Cricket as one of the biggest and most recognisable in the game.”

“We are hugely proud of our relationship with Emirates, a world class brand with a truly global reach, and this is another very positive step as part of the club’s continued commercial growth and development.

“Emirates are once again demonstrating their great belief in Lancashire Cricket’s aims and ambitions for the future, continued development at Emirates Old Trafford and their investment over the next seven years will only help us continue our journey.”

The organisations have worked together on a number of activations over the years including the well-known Emirates Catch a Six at the Roses Vitality Blast fixture, Emirates Lockdown Heroes in 2021 which paid tribute to those made a tangible difference to the national and local fight during the COVID-19 pandemic. The club also supported Emirates during the ICC Men’s T20 World Cup last November and have visited the Dubai 2020 Expo twice over the past six months.

Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Marketing & Brand for Emirates, added, “We are very pleased to be extending our partnership with Lancashire Cricket Club until 2029. Emirates is a staunch supporter of cricket and today’s announcement reaffirms our commitment to the sport in the UK, and worldwide.

“Lancashire is a legendary name in English cricket, and as the world’s largest international airline – we are proud to be playing such a big role in the club’s growth and success. The new agreement will make this the longest, and biggest sponsorship in English domestic cricket. We very much look forward to the next seven years of our mutually beneficial relationship.”

The agreement sees Emirates grow its presence in sport further, adding to a strong portfolio of sponsorships that includes Real Madrid, AC Milan, Arsenal, the Emirates FA Cup, Paris Saint Germain, International Cricket Council, Rugby World Cup 2019, Formula 1, global golf tournaments and others in Australian Rules Football, tennis and horse racing.