Dubai's Emirates in ten-year UK cricket sponsorship

Airline's sponsorship of Lancashire County Cricket Club includes naming rights to historic Old Trafford stadium
By Daniel Shane
Thu 28 Feb 2013 02:36 PM

Dubai’s Emirates Airline has signed a ten-year sponsorship deal with Lancashire County Cricket Club (LCCC) which will see the British side’s historic home ground renamed Emirates Old Trafford.

The agreement with the world’s largest international airline by passenger traffic will also see the carrier’s branding appear on the club’s playing kits and around the stadium, as well as a number of marketing rights.

Emirates did not disclose financial terms of the deal, which is effective immediately.

“This is an excellent opportunity to build upon Emirates’ commitment to cricket, a sport we have been associated with in the UK since 2002,” said Sir Maurice Flanagan, Emirates Executive Vice Chairman Emirates Airline and Group, in a statement.  

“This association also highlights our continued investment in Manchester and the surrounding region, a hub which we see as vital to our operations in the UK and from which we operate three daily flights, including one of our flagship A380s,” he added.

Founded in 1864, LCCC moved to its Old Trafford home a year later in 1865. In the time since LCCC has secured nine County Championship titles.

The agreement extends Emirates association with English cricket, as the airline has also held naming rights for Durham County Cricket Club’s Chester-Le-Street ground for the last three years.

Outside of cricket, Emirates earlier this month announced a sponsorship package worth up to US$200m with Formula One that will include branding across 15 out of 19 of the motorsport's race events.

The airline also last year extended its shirt sponsorship deal with English Premier League side Arsenal until 2019 at a cost of US$230m. Emirates also agreed to retain the naming rights to the London football club’s stadium, currently known as Emirates Stadium, until 2028.

The carrier also has sponsorship packages in place with Italian Serie A side AC Milan, French Ligue 1 team Paris St Germain and Germany’s Hamburger SV.

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Last Updated: Thu 26 Jan 2017 01:27 PM GST

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