Emirates Airlines, one of the world’s highest spending sports sponsors, has extended its association with the Arabian Cricket Challenge and will become the title sponsor of the Dubai-based event. Emirates plans to use its existing tie-up with Indian Premier League franchise Kings XI Punjab to enhance the competition by sending a team of players to the tournament.

The tournament will be renamed the Emirates Airline Twenty20 and will take place in 7he Sevens – the Emirates-funded sports facility in Dubai. Comprising two-days of cricket, the event is part of an effort to give cricket a foothold in the United Arab Emirates. As well as Kings Punjab XI, the event will also feature Sussex County Cricket Club and a team of Emirates employees. The format will, for the first time, be 20 overs rather than 50.

Maurice Flanaghan, the executive vice chairman of Emirates Airlines and Group, who was described in the news release announcing the deal as an “ardent cricket fan” said: “We are proud to be part of an event which will showcase the style of cricket that is winning over a new generation of followers. Emirates is committed to the growth of cricket - both in the UAE and around the world - and, of course, it is a wonderful opportunity for our team to learn from top-class professionals.”

Tournament director and founder Matthew Jackson added: “With an IPL side involved, we are excited that in 2010 we now have truly international competition. We hope the Emirates Airline Twenty20 will grow quickly to become a similar event in size and style to the highly successful Emirates Airline Dubai Rugby Sevens.”