The ICC T20 World Cup 2024, the premier event in international cricket, has seen a significant influx of sponsorship investments. With over 200 million viewers tuning in for the previous tournament in 2022, the T20 World Cup is second only to the FIFA World Cup in terms of global viewership. This massive audience makes the tournament an attractive platform for businesses to showcase their products and services through advertisements during commercial breaks. By airing commercials during overs, time-outs, and innings changes, companies can capitalize on the captivated audience to boost their sales. This year, several major corporations have secured lucrative sponsorship deals, recognizing the potential to increase their brand visibility and revenue.
Premier Partners
According to recent data from the International Cricket Council (ICC), three companies have acquired Premier Partnership status for the ICC T20 World Cup 2024.
Emirates
In May 2024, Emirates, the world’s largest international airline, renewed its global partnership with the ICC for multiple years. This long-standing collaboration, now in its third decade, encompasses 28 ICC men’s and women’s events until 2031, including the Champions Trophy, T20 World Cup, and Cricket World Cup. As part of the agreement, ICC officials will wear Emirates’ Fly Better branding during matches in the United States and the West Indies. Additionally, Emirates retains exclusive naming rights to the ICC’s Elite Panel of Umpires and Match Referees.
Aramco
In October 2022, Aramco, a leading integrated energy and chemicals company, became a prime partner of the ICC. The partnership includes featuring Aramco’s logo on Player of the Match trophies. Aramco has extended its association with the ICC from the 2023 Men’s ODI World Cup through to 2024. Their logo is prominently displayed at the ongoing T20 World Cup and will be featured again for the women’s edition later this year. Reports indicate that the sponsorship fee paid by Aramco has doubled since the initial agreement in 2022. Aramco was also a major sponsor during the 2022 and 2023 Indian Premier League seasons.
DP World
DP World’s partnership aligns with cricket’s global expansion plan, aiming to host more nations in world-class ICC tournaments in the coming years. With operations in 75 countries across six continents, DP World is ideally positioned to support the ICC’s growing logistical needs. This includes facilitating the co-hosting of future World Cups in countries like Namibia and the United States. DP World’s expertise ensures the smooth flow of equipment and infrastructure, from grassroots to professional levels, enhancing the efficacy of cricket’s worldwide events. Handling 10% of global trade daily, DP World’s current contract with the ICC runs until 2024, with a likely renewal on the horizon.
