The Emirates Dubai 7s have today announced a partnership with Zurich International Life ahead of the 2021 festival.

Zurich International Life will become a ‘presenting partner’ of the festival, activating its partnership via the new sporting pillar of Cricket.

Cricket will join the founding sport of Rugby 7s and the more recent addition of Netball to be played at the Sports and Entertainment festival in December that welcomes over 100,000 people to The Sevens Stadium each year.

The Emirates Dubai 7s: Cricket presented by Zurich Life Insurance will feature 48 teams from across the Middle East in 2021. The tournament will be played as seven-a-side with some new and exciting rules to add to the entertainment for players and fans alike.

Tournament Director, Tom Burwell, said of the partnership, “We are very proud to welcome Zurich International Life into the family as an inaugural presenting partner of the new sporting pillar Cricket.”

“Zurich International Life support the sport of Cricket globally but also at a local level here in the UAE. They are committed to seeing community development through sporting engagements that are dynamic and diverse. This is in keeping with our vision for the festival, and I am excited that we will be working together to see Cricket become an integral part of this 50-year-old festival.”

The partnership is not limited to the three days in December, but will also include Emirates Dubai 7s: Youth Cricket 7s presented by ZurichLife Insurance taking place in October and November.

Simon Price, Head of Market Management at Zurich in the Middle East, said: “We’re extremely pleased to be entering into this partnership, widening our existing support to the UAE cricket community.”

“Sports festivals such as the Emirates Dubai 7s offer a great way of bringing people of all age groups and nationalities together, on and off the field. Community engagement is very important to us at Zurich, as is encouraging an active, healthy lifestyle. It’s all about being ready for what life throws at you.”

Digital campaigns and storytelling will also support the partnership as the festival continues its evolution to tell the sporting stories of the UAE. The festival is committed to inspiring the next generation of sporting participants in its three sports via participation, engagement and creative storytelling.

Zurich International Life joins Emirates, dnata, Land Rover, DHL and Dubai Duty-Free as tournament partners. They will take their place next to World Rugby partners HSBC, UL, Cap Gemini and DHL in the VIP Hospitality.

The Zurich International Life and Emirates Dubai 7s partnership deal was supported by Leeman Consult based in the UAE.