Emirates has launched a new advertising campaign featuring Indian cricket star Suryakumar Yadav, ahead of the ICC Men’s T20 World Cup. The campaign highlights the airline’s longstanding support for cricket, which spans nearly three decades and showcases Yadav’s unique batting style that has earned him widespread acclaim in the cricketing world.
A strong cricket partnership
Emirates has maintained a strong presence in world cricket over the years, sponsoring major ICC events and supporting the sport in more than ten countries. The airline’s logo has been prominently displayed on the kits of umpires and referees, as well as during key moments that have united cricket fans globally.
Yadav, currently ranked the ICC’s number one T20 batter, has become one of the most respected players in the world. Known for his fearless and unconventional approach to batting, he played a crucial role in India’s victories at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup. As captain of the India T20I team, he is regarded as one of the brightest talents in modern cricket.
Campaign highlights
In the new ad campaign, Yadav is seen showcasing his distinctive batting skills in a packed stadium, symbolizing the energy and excitement surrounding the ICC Men’s T20 World Cup. The global campaign is set to engage cricket fans worldwide, especially in nations where the sport has a massive following.
Passengers flying with Emirates during the ICC Men’s T20 World Cup will have access to live match coverage through the airline’s ice entertainment system, featuring channels like Sport 24 and Sport 24 Extra.
Reflecting on his association with Emirates, Suryakumar Yadav said: “Cricket at the highest level is about preparation, adaptability, and the ability to perform under pressure. Emirates represents those same values in everything it does. As someone who travels extensively for the game, having consistency and comfort with world-class experiences makes a real difference. It’s exciting to be associated with the brand in this campaign that has such a deep-rooted and authentic connection with cricket and its fans around the world.”
Emirates’ continued commitment
Boutros Boutros, Emirates’ Executive Vice President for Corporate Communications, Marketing & Brand, commented: “There’s a reason Suryakumar Yadav has captured the imagination of cricket fans everywhere. His game speaks for itself, and his appeal reaches far beyond boundaries. Through this latest ad campaign, we aim to connect with fans and share in our passion for the sport. Cricket remains one of our most enduring sporting partnerships, and we’ve stood alongside the sport and supported its growth, and we’ll continue to invest in its future.”
Emirates’ partnership with cricket continues to play a pivotal role in its global marketing strategy, reflecting the airline’s commitment to supporting the sport’s growth and engaging with fans worldwide.
