Emirates to sponsor BSkyB’s live coverage of Cricket World Cup

Emirates Airline will be the live broadcast sponsor for BSkyB’s coverage of the Cricket World Cup hosted in England this summer.

The deal is worth 1m over the course of the five-week tournament, which also includes HP Bulmer cider brand Scrumpy Jack’s sponsorship of the channel’s morning and evening highlights package.

The Emirates, the Middle East airline carrier, is one of four sponsors of the competition. Pepsi, NatWest, and Vodafone are also backing the event.

Each has paid 2m to the rights holder, the English County Board (ECB), to attach its name to the tournament.

Sky and the BBC will spilt the 42 games in the competition between them, alternating live and highlights coverage between them. Both broadcasters will screen the final live.

The ECB says its expects about 2 billion people around the globe will see at least one of the games on TV during the competition.

Financial services company CGU will sponsor Talk Radio’s live coverage of the national cricket league. CGU is also the title sponsor for this league, paying 8m over four years for the privilege, as revealed in Marketing Week (February 18). This week Talk Radio revealed it would broadcast live coverage of England’s foreign test matches in South Africa and Zimbabwe this winter. It is the first time BBC Radio has lost the rights to broadcast the sport to a rival station.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here