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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.
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India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
