Airliner Emirates has extended its sports stadium naming rights strategy having become official naming rights partner of Lancashire County Cricket Club.
The 10-year deal will see the club's home ground renamed to become Emirates Old Trafford, the the airliner's branding will also be worn by the players on their t20 playing kits, as well as branding appearing around the stadium and within marketing activity.
Emirates executive vice chairman, Sir Maurice Flanagan, commented: “This is an excellent opportunity to build upon Emirates’ commitment to cricket, a sport we have been associated with in the UK since 2002.”
He added: "This association also highlights our continued investment in Manchester and the surrounding region, a hub which we see as vital to our operations in the UK and from which we operate three daily flights, including one of our flagship A380s."
Michael Cairns OBE, chairman of Lancashire County Cricket Club, added: “The financial benefits of this deal are a core component of our long-term strategy for commercial sustainability. The partnership will support our intention to be regarded as one of the top County Cricket Clubs in the country and undisputed as a Category A Test Match venue. We remain committed to providing the very best facilities for our members, players and spectators.”
Alongside the naming rights and sponsorship with Arsenal Football Club's stadium, Emirates is also an official sponsor of the Glasgow 2014 Commonwealth Games and the Commonwealth Games flagship stadium, Durham Cricket Club, East Grinstead Hockey Club, and The Yorkshire Cup horse racing.