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Emirates extends long-term backing of Lancashire Cricket

Dubai-based airline Emirates has signed a seven-year extension to its partnership with Lancashire Cricket, through which it will continue to serve as the naming-rights sponsor of the club’s Old Trafford stadium.

The new deal will see the home of Lancashire continue to be officially named Emirates Old Trafford until at least 2029. With the extension, it becomes the longest and biggest sponsorship in English domestic cricket.

As part of the agreement, Emirates will also be the shirt sponsor for Lancashire Lightning’s Vitality Blast shirt.

The partnership between Emirates and Lancashire Cricket began in April 2013. In addition to the previous assets, the extended deal will include branding rights to a new lounge called the Emirates Business Class Lounge, which will be located in the Pavilion area of the ground.

Daniel Gidney, chief executive at Lancashire Cricket, said: “We are hugely proud of our relationship with Emirates, a world-class brand with a truly global reach, and this is another very positive step as part of the club’s continued commercial growth and development.

“Emirates are once again demonstrating their great belief in Lancashire Cricket’s aims and ambitions for the future, continued development at Emirates Old Trafford and their investment over the next seven years will only help us continue our journey.

“The new partnership extension, as headline sponsor of Lancashire Cricket and Emirates Old Trafford until 2029, underlines how much both organisations value and benefit from the positive and on-going relationship. We are incredibly grateful for their support of the club and we look forward to working with their team over the next seven years and beyond.”

Boutros Boutros, divisional senior vice-president of corporate communications, marketing and brand for Emirates, added: “We are very pleased to be extending our partnership with Lancashire Cricket Club until 2029. Emirates is a staunch supporter of cricket and today’s announcement reaffirms our commitment to the sport in the UK, and worldwide.

“Lancashire is a legendary name in English cricket, and as the world’s largest international airline, we are proud to be playing such a big role in the club’s growth and success. The new agreement will make this the longest and biggest sponsorship in English domestic cricket. We very much look forward to the next seven years of our mutually beneficial relationship.”

Emirates also holds sponsorship deals with Arsenal, Real Madrid, AC Milan, Paris Saint-Germain, the FA Cup, the International Cricket Council and Formula 1.

This year’s TheStadiumBusiness Summit will take place at Emirates Old Trafford on July 5-6.

Image: Lancashire Cricket