Cricket Sponsorship in the UAE

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397 millionTV and streaming viewers of ILT20 Season 4

US$512 millionmedia value of Abu Dhabi T10 2025

4.36 millionIndian residents in the UAE

21 Nov to 20 DecILT20 Season 5 in 2026

Sources: ILT20 (GSIQ study, April 2026), Abu Dhabi Cricket and Sports Hub (GSIQ, May 2026), Embassy of India figures reported by Gulf News (May 2025), ILT20 fixtures (October 2026).

Batsman playing a shot during a cricket match, with the wicketkeeper behind the stumps

UAE cricket

Why brands sponsor cricket in the UAE

Cricket reaches the UAE's large South Asian community, including around 4.36 million Indian residents and around 1.8 million Pakistanis, and it is broadcast to many millions more in India and Pakistan. One deal in Dubai or Abu Dhabi can work in several markets at once.

Every winter the UAE hosts two franchise leagues. The DP World ILT20 runs from 21 November to 20 December 2026 with six teams and 34 matches in Dubai, Abu Dhabi and Sharjah. The Abu Dhabi T10 runs from 7 to 20 November 2026 at Zayed Cricket Stadium, now under government-backed ownership. The UAE has also hosted the Asia Cup, the ICC Women's T20 World Cup and India's Champions Trophy matches in recent years.

Property, consumer, finance and travel brands are already active. Bisleri signed a three-year deal with Emirates Cricket, STARTRADER backed the UAE team at the T20 World Cup, and Yas Island joined the Abu Dhabi T10.

ILT20
Abu Dhabi T10
UAE national team
Players
Fan zones
Media

Ways to get involved with cricket

Team partnershipShirt, sleeve or training kit branding with an ILT20 or Abu Dhabi T10 team, plus an official partner title, tickets and content with the players.
League partnershipOfficial partner rights with the ILT20 or the Abu Dhabi T10: on-screen branding, ground boards and the right to use the league in your marketing.
National teamPartner with Emirates Cricket and the UAE men's, women's or youth teams, often for several years.
Player ambassadorA personal deal with a UAE or international cricketer for campaigns, social media and appearances at your events.
Fan zones and activationsBrand activations, sampling and fan experiences at Dubai International Stadium, Zayed Cricket Stadium and Sharjah Cricket Stadium.
Media around the seasonCampaigns around the leagues on TV, streaming, social media and out-of-home, without owning rights.

How TRIX20 helps

01
Brief
We agree your goals, audience, markets and budget, and how success will be measured.
02
Options
We compare teams, leagues, the national team and players that fit, with an honest view of what each one can deliver for the money.
03
Value and negotiate
We check what the rights are worth and negotiate the price, category exclusivity and the terms that protect your brand.
04
Activate and measure
We plan the activation and content, and report on what the partnership delivered.

See our full sports marketing and sponsorship service, our page on event sponsorship in Dubai and our athlete and talent representation service.

Rules to know before you sign

Category exclusivity. Leagues, teams and the national team each sell their own categories. A team deal does not give you league rights, and a competitor may own your category at another level.
Season timing. The UAE leagues are short and close together, so teams sell most of their inventory in the months before the season. Start talks early.
Betting and gaming brands. In the UAE, only operators licensed by the GCGRA may advertise gaming. Read our guide on what gaming brands are allowed to do in UAE sport.
UAE permits. Players and influencers who post paid content in the UAE need an Advertiser Permit from the UAE Media Council.

Before you sign anything, read our guide 10 questions to ask before a sports sponsorship in the UAE.

Who we work with

Brands that want to reach the UAE's South Asian communities
Companies looking for an ILT20, Abu Dhabi T10 or national team partnership
Brands looking for a cricketer as ambassador
Teams, leagues and players looking for the right sponsors

Frequently asked questions

How much does it cost to sponsor cricket in the UAE?

It depends on the level. League title deals and front-of-shirt deals with big franchises cost far more than sleeve or training kit branding, a player ambassador deal or a fan zone activation. We check what the rights are worth before any negotiation starts.

When are the ILT20 and the Abu Dhabi T10 played?

In 2026 the Abu Dhabi T10 runs from 7 to 20 November at Zayed Cricket Stadium, and the DP World ILT20 Season 5 runs from 21 November to 20 December in Dubai, Abu Dhabi and Sharjah.

Who watches UAE cricket?

Fans in the UAE, where around 4.36 million Indian residents and around 1.8 million Pakistanis live, and very large TV and streaming audiences in South Asia. ILT20 Season 4 reached 397 million unique viewers, according to a study the league commissioned.

Can a brand sponsor the UAE national cricket team?

Yes. Emirates Cricket sells partner rights for the UAE men's, women's and youth teams. Bisleri, for example, signed a three-year deal in December 2025 with branding on all four teams' kits.

Can betting brands sponsor cricket in the UAE?

Gaming advertising in the UAE is only allowed for operators licensed by the GCGRA, and teams and leagues set their own policies too. We check what is allowed before any deal.

How do you measure a cricket sponsorship?

We agree the measures before the season, such as TV and streaming exposure, social media reach, leads and sales, and report on them after the season.

Ready to sponsor cricket in the UAE?

Tell us your goals and budget, and we will come back with options that fit.

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