Emirates has unveiled its latest global advertising campaign featuring Indian cricket ace Suryakumar Yadav, launched in the run-up to the ICC Men’s T20 World Cup.
For close to three decades, Emirates has stood as one of the most recognizable names in international cricket sponsorship. The Dubai-based airline has built a deep-rooted relationship with the sport through its long-term partnership with the International Cricket Council (ICC), leaving its mark across major tournaments, umpire and referee uniforms, and some of cricket’s most iconic moments that have united fans worldwide.
Known for his bold shot-making and innovative approach to batting, Suryakumar Yadav has become a symbol of modern-era cricket excellence. His consistent performances have earned him the ICC’s No. 1 T20 ranking, alongside leading India to major victories at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup. As captain of India’s T20I squad, Yadav has emerged as one of the sport’s most influential figures, admired for his flair, focus, and leadership.
The new Emirates campaign pays tribute to the airline’s 25-year legacy in cricket sponsorship. Capturing Yadav’s signature batting style in a packed stadium filled with cheering fans, the film celebrates the passion, energy, and shared spirit that cricket inspires across continents. The campaign coincides with the opening of the ICC Men’s T20 World Cup and aims to connect with millions of cricket enthusiasts in key markets around the world.
During the tournament, Emirates travelers can tune in to live match broadcasts through Sport 24 and Sport 24 Extra channels on the airline’s award-winning ice inflight entertainment system.
Speaking about the collaboration, Suryakumar Yadav commented: “Cricket is built on preparation and adaptability, and so is Emirates. I value the airline’s consistency and comfort during my travels and admire its genuine connection with the sport and its global fan base. It’s a privilege to represent a brand that shares our collective love for cricket.”
Boutros Boutros, Emirates’ Executive Vice President of Corporate Communications, Marketing & Brand, added: “Suryakumar Yadav has captured the imagination of cricket followers everywhere with his fearless play and sportsmanship. This campaign celebrates that connection and reinforces our long-term commitment to cricket. Emirates has supported the game’s growth for decades and will continue to invest in its bright future.”
Emirates and Cricket: A Long-Term Commitment
Emirates maintains one of the longest and most extensive associations with the ICC, serving as a Global Partner for all flagship events—including the ICC Men’s and Women’s Cricket World Cups, T20 World Cups, and the ICC World Test Championship. Since 2002, the airline’s logo has appeared on the official attire of ICC Elite and International Panels of Umpires and Match Referees.
In addition to branding visibility, Emirates also facilitates travel and logistics for these officials, strengthening its role as a key supporter of world cricket.