Emirates has launched a new global advertising campaign featuring Indian cricket star Suryakumar Yadav, set to debut ahead of the ICC Men’s T20 World Cup, reinforcing the airline’s long-standing association with world cricket.

The campaign celebrates the spirit of the game and Emirates’s more than 25-year partnership with international cricket, spotlighting one of the sport’s most exciting modern-era players.

A natural fit between brand and player

Known for his fearless, unconventional batting style and remarkable consistency, Suryakumar Yadav is currently ranked ICC’s No.1 T20 batter and captains India’s T20I side. He played a key role in India’s triumphs at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup, cementing his status as one of the most influential cricketers of his generation.

In the new ad, Yadav is seen delivering his trademark shots in front of a packed stadium, capturing the intensity, energy and emotion that define the sport for millions of fans worldwide.

Emirates’ deep-rooted connection with cricket

For nearly three decades, Emirates has been one of the most consistent global partners of cricket, featuring prominently across major ICC tournaments in more than 10 cricket-loving nations. The airline’s branding is a familiar sight on ICC tournament platforms, Umpires’ and referees’ kit and Match official panels across international cricket.

Live cricket onboard Emirates flights

Passengers flying with Emirates during the tournament can watch live ICC Men’s T20 World Cup matches onboard, via the airline’s ice entertainment system, with coverage available on Sport 24 and Sport 24 Extra.

Speaking about the campaign, Suryakumar Yadav said: “Cricket at the highest level is about preparation, adaptability, and performing under pressure. Emirates represents those same values. As someone who travels extensively for the game, consistency and world-class experiences really matter. It’s exciting to be part of a campaign that has such an authentic connection with cricket and its fans.”

Boutros Boutros, Emirates’ Executive Vice President for Corporate Communications, Marketing and Brand, said: “There’s a reason Suryakumar Yadav has captured the imagination of cricket fans everywhere. His appeal goes far beyond boundaries. Cricket remains one of our most enduring sporting partnerships, and we will continue to support and invest in the sport’s future.”