Emirates has unveiled a new global advertising campaign featuring Indian cricket star Suryakumar Yadav, timed strategically ahead of the ICC Men’s T20 World Cup. The campaign reinforces the airline’s deep-rooted association with international cricket and underlines its continued investment in one of the world’s most passionately followed sports.
For close to three decades, Emirates has been a consistent presence in global cricket, partnering with major ICC tournaments across more than ten cricket-loving nations. Its branding has featured prominently on umpire and referee kits and has become closely associated with some of the sport’s most memorable moments, contributing to a shared global fan experience.
The latest campaign celebrates cricket as a unifying force and spotlights Suryakumar Yadav’s distinctive, fearless batting style in a high-energy stadium setting. Designed for a global rollout, the advertisement will run across key cricket markets in sync with the start of the ICC Men’s T20 World Cup.
Currently ranked as the ICC’s number one T20 batter, Yadav is widely admired for his unconventional approach and match-winning impact. As India’s T20I captain, he has played a pivotal role in major triumphs, including victories at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup, cementing his status as one of modern cricket’s most influential players.
Enhancing the fan experience further, Emirates will offer live match coverage onboard during the tournament through its ice entertainment system via Sport 24 and Sport 24 Extra.
The campaign strengthens Emirates’ positioning as a brand that shares cricket’s values of excellence, adaptability, and performance under pressure, while reaffirming its long-standing commitment to the sport and its global community of fans.
