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How the ILT20 is building a global brand

How the ILT20 is building a global brand
David Warner and Gulbadin Naib of Dubai Capitals celebrate during the DP World ILT20 win over the Abu Dhabi Knight Riders at the Dubai International Stadium. (CREIMAS/ILT20)
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Updated 06 February 2025

How the ILT20 is building a global brand

How the ILT20 is building a global brand
  • In 2024, it was the 2nd most-watched T20 cricket league globally, with 348 million unique viewers, of whom 63 percent were from India

In Dubai, last Sunday, from my vantage point overlooking the parking area for coaches carrying spectators to ILT20 matches, it was apparent that there were more coaches than normal. They began arriving around 2 p.m., continuing in a steady stream lasting close to three hours. The match which they had come to watch was between the Dubai Capitals and the Abu Dhabi Knight Riders.

These teams occupied the bottom two spots in the ILT20 table. Defeat for the Knight Riders would mean elimination from the competition, whereas the position of the Dubai Capitals was less precarious. The team had two matches remaining in which to secure a top four finish and a place in the playoffs.

In 2024, the Capitals had shown an ability of putting together a late flourish. Then, after eight out of 10 matches in the group stage, it was bottom of the table. Victories in the last two matches, followed by two in the playoff matches, propelled the Capitals to the final. This was despite David Warner returning to Australia to join the national squad, with Sam Billings taking over as captain.

This year the pair arrived late, having played in the final of Australia’s Big Bash League for Sydney Thunders. Warner’s impact against the Knight Riders was immediate. After an uncertain start he adapted to the conditions, batting throughout the innings for 93 in a total of 217 for four. The substitute rule in ILT20 meant that he could recover from his exertions by not fielding. Faced with a daunting target, the Knight Riders set about their task enthusiastically, reaching 96 without loss in 10 overs.

This entertained the almost capacity crowd but not Billings, whose captaincy skills were being tested. Two wickets in two balls brought relief for him, the Knight Riders faltering to lose by 26 runs. Consequently, the Capitals progressed to the playoffs. Even more remarkably, they negotiated these to reach the final via a tense last ball victory against the table-topping Desert Vipers.

There were few people in the stadium to savor this result. One of the stadium’s drawbacks is its lack of connection or even proximity to the metro. This, along with a lack of a cricket-watching hinterland, creates a significant marketing challenge. In recognition of this, the tournament’s management has worked hard to generate interest within the local community and mobilize it through the busing-in policy. It also knows that it needs to be prepared to try out innovative measures.

One eye-catching initiative has been the deployment of a social media influencer, Dolly Chaiwala, for three matches. The Indian, a tea seller from Nagpur, real name Sunil Patel, runs his dolly_ki_tapri_nagpur page on Instagram, which showcases his distinctive style of making tea. Early in 2024, in a scarcely believable moment of serendipity, he was catapulted into a social media frenzy. None other than Bill Gates approached his tea stall. They were pictured side by side, Gates with a glass of tea in hand.

The picture went viral, accompanied by wild speculation that the Nagpur tea seller was to become a brand ambassador for Microsoft. This speculation was fanned following a post by the Bindu Times, a satirical news parody account on Instagram. The account carried an “only for satire” purposes disclaimer, which seemed to escape the attention of readers. Their oversight has done wonders for Dolly’s exposure and, indeed, his whole life. His Instagram site has now achieved a following of some 4.5 million viewers and he is in high demand.

At one of the ILT20 matches in Abu Dhabi queues of people waited to meet him. In Dubai, former Pakistan pace bowler Shoaib Akhtar met Dolly before a match between the Gulf Giants and MI Emirates. As a former professor in marketing communications, I have observed the extraordinary developments in communications channels over the last decade in amazement. Yet, the spine of marketing remains the same — identify and know the target market, design an appropriate message, select the correct channel(s) of communication, budget accordingly, set realistic, desired, outcomes and monitor performance. All of this must be geared to building or sustaining a brand.

ILT20 is in the process of building a brand. It has a stable name sponsor in DP World. In 2024, it was the second most-watched T20 cricket league globally, with a total of 348 million unique viewers, of whom 63 percent were from India. Almost half of viewers were women and 55 percent were categorized as youth viewership. This Indo-centric appeal, despite no Indian players being part of the franchise teams, is likely to have been enhanced this year by the presence of Dolly Chaiwala.

If generating and sustaining audiences for ILT20 presents a challenge, then the next big event to occur in the UAE and, specifically, Dubai, offers challenges at the other end of the scale. As previously highlighted in this column, India’s matches in the International Cricket Council Challenge Trophy will be played in Dubai. This includes the clash between Pakistan and India on Feb. 23. Tickets went on sale online on Feb. 3. Unsurprisingly, they sold out within an hour. There is no stadium in the world large enough to cater for the demand for such a match and it needs no marketing.

However, the match poses a unique set of operational challenges. The Pakistan Cricket Board is the official country host of the tournament, the ICC is the organizer and administrative body, whilst the Dubai International Stadium is owned by Dubai Properties and tenanted by the Emirates Cricket Board.

All parties must work together to manage the hosting of both this match and the others involving India in the Champions Trophy. Whilst other major ICC tournaments have been held in the UAE in the past, this one has the added dimension of Pakistan as official host. Furthermore, those within the ECB are having to juggle their part in the organization of the Champions Trophy with the ongoing hosting of ILT20, which concludes on Feb. 9. These are hectic times for cricket in the UAE, but additional exposure can only be good for ILT20’s image.


Turki Alalshikh announces The Ring IV in Riyadh Season featuring four world title fights

Turki Alalshikh announces The Ring IV in Riyadh Season featuring four world title fights
Updated 48 min 23 sec ago

Turki Alalshikh announces The Ring IV in Riyadh Season featuring four world title fights

Turki Alalshikh announces The Ring IV in Riyadh Season featuring four world title fights
  • Leading the fight card is the WBO world welterweight title clash between American star Devin Haney and compatriot Brian Norman Jr.
  • In the second title bout, David Benavidez, the reigning WBC light heavyweight champion, takes on British contender Anthony Yarde

RIYADH: Turki Alalshikh, chairman of the General Entertainment Authority and chairman of the Saudi Boxing Federation, officially announced the fourth edition of the global boxing event The Ring IV, scheduled to take place on Friday, Nov. 22, at ANB Arena in Riyadh.

Part of Riyadh Season, the event will feature four headline bouts for major world titles.

Leading the fight card is the WBO world welterweight title clash between American star Devin Haney and compatriot Brian Norman Jr. Haney enters the bout with a perfect record of 32 wins (15 by knockout), aiming to become a three-division world champion. This is his second fight at welterweight after defeating Arnold Barboza Jr. in the inaugural The Ring event held at Times Square.

Norman Jr., who also has an undefeated record of 28 wins (22 by knockout), comes into the fight fresh off a dominant KO victory against Japan’s Jin Sasaki, whom he stopped with a powerful left hook in the fifth round.

In the second title bout, David Benavidez, the reigning WBC light heavyweight champion, takes on British contender Anthony Yarde. Benavidez is unbeaten in 30 fights, including 24 knockouts, and will be making his first title defense. Yarde enters the ring with a record of 27 wins (24 by knockout) and three losses, seeking to dethrone the American in what is expected to be an explosive encounter.

In the lightweight division, American Abdullah Mason will face Britain’s Sam Noakes for the vacant WBO lightweight title. Mason brings a flawless record of 19 wins, 17 by knockout, while Noakes comes in undefeated as well, with 17 victories, 15 by knockout. With both fighters known for their high knockout ratios and aggressive styles, this bout is considered one of the most anticipated matchups among the new wave of lightweight contenders.

The night will conclude with a super flyweight (super bantamweight) showdown between US champion Jesse “Bam” Rodriguez and Argentina’s undefeated Fernando Martinez. Rodriguez has 21 wins (14 by knockout), while Martinez has 18 wins, including 9 knockouts, with no losses. The fight will be contested for the prestigious The Ring title and is expected to deliver a high-level tactical and fast-paced boxing display.


Injured Rauf and Shadab to miss Pakistan’s T20 series in Bangladesh

Injured Rauf and Shadab to miss Pakistan’s T20 series in Bangladesh
Updated 08 July 2025

Injured Rauf and Shadab to miss Pakistan’s T20 series in Bangladesh

Injured Rauf and Shadab to miss Pakistan’s T20 series in Bangladesh
  • Haris Rauf injured a hamstring in Major League Cricket in the United States last week
  • Uncapped fast bowlers Ahmed Danial and Salman Mirza were picked in a 15-man squad

ISLAMABAD: Pakistan fast bowler Haris Rauf and allrounder Shadab Khan were injured and will miss the Twenty20 series in Bangladesh this month.

Rauf injured a hamstring in Major League Cricket in the United States last week, and Shadab recently underwent shoulder surgery.

Uncapped fast bowlers Ahmed Danial and Salman Mirza were picked in a 15-man squad on Tuesday to supplement Abbas Afridi and fast bowling allrounder Faheem Ashraf.

Left-arm spinner Sufiyan Muqeem was also recalled after he was overlooked for the last home series against Bangladesh.

Spin allrounder Mohammad Nawaz has also made his way back into the national squad since last appearing in January 2024 against New Zealand, after impressive performance in the Pakistan Super League.

The three-match T20 series will be played in Mirpur from July 20-24.

Pakistan: Salman Agha (captain), Abrar Ahmed, Ahmed Daniyal, Faheem Ashraf, Fakhar Zaman, Hassan Nawaz, Hussain Talat, Khushdil Shah, Abbas Afridi, Mohammad Haris, Mohammad Nawaz, Sahibzada Farhan, Saim Ayub, Salman Mirza, Sufiyan Muqeem.
 


UAE Team Emirates–XRG to wear first global GEN AI-designed helmet at Tour de France

UAE Team Emirates–XRG to wear first global GEN AI-designed helmet at Tour de France
Updated 08 July 2025

UAE Team Emirates–XRG to wear first global GEN AI-designed helmet at Tour de France

UAE Team Emirates–XRG to wear first global GEN AI-designed helmet at Tour de France
  • G42, the UAE’s leading AI and technology holding group, has teamed up with the cycling team and MET Helmets for the launch

ABU DHABI: G42, the UAE’s leading artificial intelligence and technology holding group, has teamed up with UAE Team Emirates–XRG and MET Helmets to launch the world’s first GEN AI-designed helmet for the team to wear at the Tour de France today.

Designed using G42’s advanced generative AI technology, the unique livery blends data, performance and creativity, interpreting movement through airflow and negative space, for the riders on all terrain.

From the helmet came the idea for a global community-driven project known as Helmetverse, a design challenge that invites cycling fans to design their own AI-generated head gear.

Live now at helmetverse.ai, the digital platform allows fans worldwide to design custom cycling helmets using cutting-edge AI tools. With simple text prompts, users can generate unique helmet designs in seconds.

All submissions can be viewed, shared and voted on, with the 10 most-voted entries reviewed by a panel of judges from G42, UAE Team Emirates–XRG and MET Helmets.

Andrew Jackson, G42’s group chief AI officer, said: “Partnering with a world-class team like UAE Team Emirates-XRG allows us to showcase the power of AI, not just in performance, but also in creativity.

“Helmetverse is an example of human-AI collaboration, providing a platform for people to design something personal. It’s AI at its most accessible, and most exciting.”

The winning helmet will be produced and worn by UAE Team Emirates–XRG during the 2026 UAE Tour, becoming a first for fan-created AI design in a UCI WorldTour race. Submissions are open and will close on Sept. 15, 2025.

Faheem Ahamed, G42’s group chief marketing officer, said: “Helmetverse gives cycling fans a new way to get involved with UAE Team Emirates-XRG, the world’s best cycling team.

“It puts creativity at the forefront of innovation, bringing more people closer to the sport, with the chance to see their creation on the WorldTour stage.”

Mauro Gianetti, UAE Team Emirates-XRG team principal and CEO, said: “Cycling is a unique sport because it is not only about competition and racing — both professional cyclists and casual riders can share the same roads and enjoy the ride together.

“Helmetverse gives fans a new way to be part of that journey. It’s an open, inclusive idea that brings fresh energy to the sport and reflects our ambition to lead both on and off the road.”

A key pillar of this partnership will have G42 act as the official AI partner of UAE Team Emirates-XRG, working closely to explore new opportunities across cycling, including optimizing training, race strategies, team performance, and fan engagement.


Tottenham sign Japan defender Takai from Kawasaki Frontale

Tottenham sign Japan defender Takai from Kawasaki Frontale
Updated 08 July 2025

Tottenham sign Japan defender Takai from Kawasaki Frontale

Tottenham sign Japan defender Takai from Kawasaki Frontale
  • Europa League champions reportedly paid a fee of $6.82 million for the 20-year-old
  • Kota Takai is the third center back to join the north London club this summer

Tottenham Hotspur have signed Japan defender Kota Takai on a five-year contract from J-League side Kawasaki Frontale, the Premier League club said on Tuesday.

Financial details were not disclosed but British media reports said Europa League champions Tottenham paid a fee of $6.82 million (ÂŁ5 million) for the 20-year-old.

Takai, a product of Frontale’s youth academy, was part of the side that missed out on the Asian Champions League Elite title after suffering a 2-0 defeat to șÚÁÏÉçÇű’s Al-Ahli in the final in May.

He has also made four appearances for Japan’s national team.

Takai is the third center back to join the north London club this summer, further bolstering their defense after the arrivals of Luka Vuskovic from Hajjduk Split and Kevin Danso, whose loan move from RC Lens was made permanent.

Tottenham ended their 17-year trophy drought with their Europa League victory last season, but also endured their worst domestic campaign for nearly half a century and finished 17th in the Premier League.


HM Alchahine storms to victory at the UAE President’s Cup in Hamburg

HM Alchahine storms to victory at the UAE President’s Cup in Hamburg
Updated 08 July 2025

HM Alchahine storms to victory at the UAE President’s Cup in Hamburg

HM Alchahine storms to victory at the UAE President’s Cup in Hamburg
  • Race marks leg 7 of the prestigious UAE President’s Cup series, now in its 32nd edition

ABU DHABI: HM Alchahine (France), a 4-year-old Purebred Arabian gelding owned by Helal Alalawi (France), stormed to victory in The UAE President’s Cup over 1,600 meters at Hamburg’s Horner Rennbahn on Sunday.

The race marked the seventh leg of the prestigious UAE President’s Cup series, now in its 32nd edition.

It was held under the patronage of Sheikh Mansour bin Zayed Al-Nahyan, vice president of the UAE, deputy prime minister, and chairman of the presidential court.

The series highlights the UAE’s continued commitment to preserving and promoting the global stature of Purebred Arabian horses, a key pillar of Emirati heritage, the Emirates News Agency reported.

Staged in conjunction with the 156th edition of the historic German Derby, the UAE President’s Cup drew a crowd of nearly 30,000 spectators and featured a record prize purse of almost $293,500, making it the richest Arabian race in German history.

Trained by Jean-Francois Bernard and brilliantly ridden by Cristian Demuro, HM Alchahine powered home to claim his second UAE President’s Cup win, following his earlier triumph in the Italian leg.

He crossed the finish line decisively, clocking a winning time of 1 minute, 45.42 seconds, further cementing his reputation on the European circuit.

Finishing second was Al-Wakrah (France), owned by Al-Shaqab Racing, trained by Jean-Loup de Mieulle and ridden by Olivier d’Andigne. Al-Zeer (France), owned by Mohamed Fahad A.H. Al-Attiyah, finished third under trainer Francois Rohaut and jockey Adrie de Vries.

Also in the field were Papillion T (Holland), representing the Netherlands and trained and owned by Gerard Th. Zoetelief; Al-Zwair (France), also owned by Al-Shaqab Racing; and Djafar (France), owned by Abubaker S.A. Kadoura, with both horses showcasing competitive spirit.

The race and prize ceremony were attended by Dr. Peter Tschentscher, first mayor of Hamburg, Ahmed Al-Attar, UAE ambassador to Germany, Faisal Al-Rahmani, general secretary of the Higher Organizing Committee for the UAE President’s Cup, and Ahmed Al-Samarrai, president of the German Arabian Horse Association.

The winning trophy was presented to Nasser Hilal Al-Alawi, a representative of the owner, in the presence of the trainer and jockey, amid a celebratory crowd.

Speaking on the occasion, Al-Rahmani congratulated the winning team and said they were “extremely proud of the success achieved in Hamburg.

“The outstanding organization, strong participation, and warm reception all reflect the UAE’s growing impact on the global Arabian horse racing scene, a vision driven forward by His Highness Sheikh Mansour bin Zayed.”

He added: “These results reaffirm the strength of UAE-owned horses in international racing.

“The UAE President’s Cup continues to act as a cultural bridge, introducing European and global audiences to the history, values, and noble legacy of Purebred Arabian horses.”