The International Cricket Council (ICC) has brought in Dubai-based real estate developer Sobha Realty as a new global partner for major men's events.
Through a deal unveiled today, Sobha will offer guests “unique viewing experiences” through its hospitality offerings at ICC men’s tournaments, starting with the ICC Champions Trophy, which begins in Pakistan on February 19 (Wednesday).
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The brand will also have a visible in-stadia presence, as well as "further touchpoints” on broadcast and digital coverage of those various ICC tournaments.
The collaborative content created will revolve around the ‘Art of the Detail’ concept and the “outstanding moments of precision” found during elite ICC cricket.
Jay Shah, chair of the ICC (which has its head offices in Dubai), has said: “This partnership represents a powerful fusion of two brands that share a commitment to excellence and passion. With the ICC Men’s Champions Trophy just around the corner, we look forward to seeing how this collaboration will enhance the legacy and impact of ICC events on a global scale.”
Sobha Realty is added to an ICC global partner line-up that also contains brands such as Coca-Cola, while Emirates and Aramco are premier partners. The list of official supporters, meanwhile, includes FanCraze, Royal Stag, and Near.
The Champions Trophy runs between February 19 and March 9, with Pakistan set to hold the majority of games, and the UAE to stage India's fixtures.
Ravi Menon, Sobha Group's chair, added: “Our partnership with the ICC marks yet another milestone in Sobha Realty’s global journey. It reflects our shared commitment to delivering exceptional experiences to a worldwide audience while reinforcing our presence on the international stage.”
In terms of Sobha’s activity elsewhere in the sports sponsorship space, the brand has a major partnership with English soccer giants Arsenal in place.
That agreement was originally struck in September 2023 and then expanded last February to include Arsenal training ground naming rights.
GlobalData Sport has estimated that tie-up as being worth the equivalent of $12 million in total.
