Lancashire Cricket has sealed a seven-year extension of the club’s headline partnership with Emirates until 2029, making it the longest and biggest sponsorship in English domestic cricket.
The extended partnership includes naming rights of the world-class stadium Emirates Old Trafford, as well as shirt sponsorship for Lancashire Lightning’s Vitality Blast shirt, and strengthens one of the most recognisable and respected sponsorships in sport.
The partnership began in April 2013 and this extension means that Emirates will remain as principal headline sponsor at Lancashire Cricket and Emirates Old Trafford and be on the front of the Club’s T20 shirt for at least 17 years.
In addition to the previous assets, a new lounge – named the Emirates Business Class Lounge, a dedicated hospitality and Conference and Events space – will be branded up in the historic Pavilion at Emirates Old Trafford.
Emirates’ seven-year extension sees Lancashire Cricket and its headline partnership of the Club, continue its presence as part of the airline’s prestigious family of sporting partnerships including Real Madrid, AC Milan, Arsenal, the Emirates FA Cup, Paris Saint Germain, International Cricket Council, Rugby World Cup 2019, Formula 1, global golf tournaments and others in Australian Rules Football, tennis and horse racing.
Daniel Gidney, chief executive at Lancashire Cricket, said:
This is an historic day for the Club and we’re delighted to announce the Emirates partnership renewal, which positions the sponsorship at Lancashire Cricket as one of the biggest and most recognisable in the game.
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.”
The organisations have worked together on a number of activations over the years including the well-known Emirates Catch a Six at the Roses Vitality Blast fixture, Emirates Lockdown Heroes in 2021 which paid tribute to those made a tangible difference to the national and local fight during the COVID-19 pandemic. The Club also supported Emirates during the ICC Men’s T20 World Cup last November and have visited the Dubai 2020 Expo twice over the past six months.
The partnership extensions follow on from the Club’s historic pre-season tour in March, where Lancashire’s men’s team were joined by the women’s Thunder squad – a first joint tour ever undertaken by a First-Class county. The squads trained at the ICC Academy, playing a number of fixtures whilst also visiting the Dubai 2020 Expo, alongside the Emirates cabin crew.
In addition to this, Emirates Old Trafford continues to transform, even after the £65 million redeveloped over the past decade, after plans were approved from Trafford Council for work at the ground.
The new project includes plans for a 100-bed hotel extension, 1,025-seater stand, a heritage centre, a guest services hub, and a new retail store facing directly on to Brian Statham Way. This continued redevelopment will play a key role in the Club’s long-term financial strategy and sustainability moving forward and will also increase and improve the facilities that can be used by Members and supporters.
PSAM editor John Sheehan caught up with Yves De Cocker, Managing Director of PitchTecConcept, who explains how his company bridges the gap between sports organisations and the technology used in the playing surface industry.
The interview covers:
Yves 20+ years industry leading experience in the evolution of hybrid grass, trends he has noticed and some of the notable projects he has been involved with
The key reasons for Yves launching PitchTecConcept
Common mistakes often made with playing surface management
The steps he offers as a bridge between the industry and the end user
Advice to clubs looking to maximise their event calendars without compromising on the performance of their playing surface