MAM
Emirates extends sponsorship deal with ICC
MUMBAI: Middle East airline Emirates has announced that it has strengthened its association with the bat and ball game of cricket. It has extended its relationship with the International Cricket Council (ICC) for another three years.
Emirates’ sponsorship of the ICC’s elite panel of umpires and match referees for all Test and One Day international matches will see match officials sporting the famous ‘Fly Emirates’ branding on their field clothing. The officials will continue to be known as the ‘Emirates Elite Panel of International Cricket Council Umpires and Referees’.
Emirates has stated that it is looking to take advantage of the fact that the sight of international cricket umpires walking across the outfield to take up their positions at the wicket was a traditional part of the game. The fact that those umpires will continue to wear the ‘Fly Emirates’ logo on their match apparel helps to establish a continuation and tradition in the game and establishes Emirates as a long-term partner of international cricket.
This relationship is further enhanced by the fact that the ICC recently announced that it will be moving its head office to Dubai, the home of Emirates Airline. In addition to Emirates branding at international cricket grounds and on the umpires themselves, this relationship also sees Emirates become the Official Airline of the ICC.
The number of international cricket matches featuring Emirates-branded umpires will be in the region of 120 One Day Internationals and 55 Test matches a year. That represents a potential 395 days of televised cricket per year with a global audience of approximately 3.5 billion viewers throughout the three year term of Emirates’ agreement with the ICC.
Emirates Group chairman Sheikh Ahmed bin Saeed Al-Maktoum said, “Emirates has built up and developed some incredibly strong properties in its portfolio of sports sponsorships and cricket is a game that is passionately supported in many of our key markets.
“Our sponsorship of the International Cricket Council is an excellent way for us to connect with our customers, and to share and support their interests and passions, and we are very proud to announce the continuation of our relationship with them.
“Sports sponsorships help us to promote Dubai in the international arena as a premier business, tourist and sporting destination, both in our home base as well as in the 77 other cities we serve.”
ICC CEO Malcolm Speed said, “The ICC is delighted that Emirates has chosen to extend its highly valued relationship with international cricket. It is very positive for international cricket and for Emirates that there is a continuity in this sponsorship and that fans and TV audiences can instantly recognise the Emirates Elite Panel of International Cricket Council Umpires and Referees as an integral part of the international game.
“Emirates is a terrific partner to work with and it has proved its commitment to international cricket over the life of the existing agreement. The ICC is looking forward to building on this excellent relationship going forward, particularly in light of the strategic decision to move the ICC administration to Dubai.”
In addition to its sponsorship of the ICC, Emirates sports sponsorships include horse racing with the Dubai World Cup and The Emirates Melbourne Cup, America’s Cup sailing with Emirates Team New Zealand and football through the 2006 Fifa World Cup.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
