Mumbai: Emirates has launched a new advertising campaign featuring Indian cricket star Suryakumar Yadav, timed ahead of the ICC Men’s T20 World Cup. The campaign reinforces the airline’s long-standing association with international cricket and marks its continued investment in one of the world’s most-followed sports.
For nearly three decades, Emirates has maintained a consistent presence in global cricket, partnering with major ICC tournaments across more than ten cricket-loving nations. The airline’s branding has been visible on umpire and referee kits and has been closely linked with iconic moments that have shaped the sport’s global fan experience.
The latest campaign celebrates cricket as a shared global passion and features Suryakumar Yadav showcasing his distinctive batting style in a packed stadium setting. The ad will be rolled out globally across cricket-following markets to coincide with the start of the ICC Men’s T20 World Cup.
Yadav, currently ranked as the ICC’s number one T20 batter, is widely recognised for his fearless and unconventional playing style. A key contributor to India’s victories at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup, the India T20I captain has emerged as one of the most influential players in modern cricket.
Passengers flying with Emirates during the ICC Men’s T20 World Cup will also be able to watch live match coverage onboard through the airline’s ice entertainment system, via Sport 24 and Sport 24 Extra.
Commenting on the campaign, Suryakumar Yadav said, “Cricket at the highest level is about preparation, adaptability, and the ability to perform under pressure. Emirates represents those same values in everything it does. As someone who travels extensively for the game, having consistency and comfort with world-class experiences makes a real difference. It’s exciting to be associated with the brand in this campaign that has such a deep-rooted and authentic connection with cricket and its fans around the world.”
Boutros Boutros, Executive Vice President for Corporate Communications, Marketing & Brand at Emirates, added, “There’s a reason Suryakumar Yadav has captured the imagination of cricket fans everywhere. His game speaks for itself, and his appeal reaches far beyond boundaries. Through this latest ad campaign, we aim to connect with fans and share in our passion for the sport. Cricket remains one of our most enduring sporting partnerships, and we’ve stood alongside the sport and supported its growth, and we’ll continue to invest in its future.”
The campaign underscores Emirates’ ongoing commitment to cricket as a global sport and strengthens its positioning as a brand deeply connected to the game and its fans worldwide.
