CONSUMER DURABLES BRAND, Usha International, has renewed its association with MI Emirates as an official partner for the 2026 season. This marks the second consecutive year of collaboration, further strengthening Usha’s growing presence in global cricket.
With MI Emirates beginning their campaign on Thursday and Usha expanding its engagement across multiple touchpoints, the extended partnership underscores a shared commitment to enhanced fan experiences and the global cricketing spirit that connects audiences across continents, a media release said.
As part of the association, Usha will host interactive meet-and-greet sessions with select MI Emirates players and run various digital activations on the team’s social media platforms, including the “Pick the Wrong’Un’’ and “Player of the Match’’ contests. Fans will also have the chance to win signed memorabilia such as jerseys, bats, and caps.
Beyond its partnership with MI Emirates, Usha continues to support a wide spectrum of sports. These include Ultimate Flying Disc, football, ladies’ amateur and junior golf, cricket for the deaf, and several disciplines for visually challenged athletes such as athletics, kabaddi, judo, and powerlifting. The company is also actively involved in reviving traditional Indian sports such as Kalaripayattu, Mallakhamb, Siat Khnam, Thang-Ta, Turai Kabaddi, Saz-Loung, Mardani Khel, Yoga, Yubi Lakpi, Aki Kiti, Atya Patya, Paika Akhada, Chhinj, and Silambam, according to the media release.
Usha International head – sports initiatives & associations, Komal Mehra, said, “Our partnership with MI Emirates has been built on trust, shared values, and a passion for sporting excellence. This association reflects Usha’s belief in the power of sport to inspire active lifestyles across cultures and geographies. The League is fast emerging as a truly global tournament and gives us a broader platform to connect with fans in a new region and be part of this high-energy cricketing experience.”
MI Emirates spokesperson added, “Usha International has been a partner that shares our passion for cricket and dedication to creating memorable experiences for our fans. Usha’s unwavering support over the years has been integral to our journey and we are delighted to continue this successful partnership and leverage our combined reach to inspire the next generation of cricket fans across the UAE.”
