From World Cups to Grassroots: DP World's Expanding Footprint in Cricket

DP World has become synonymous with cricket through its partnership with the ICC. Under its Beyond Boundaries initiative, the company pledges 10 cricket kits for every 100 runs scored during global events.

"We don't even use the word 'sponsorship', we use the term 'partnership,'" says Daniel van Otterdijk, chief communications officer of the Dubai-based logistics giant.

Since its launch in 2023, the initiative has delivered over 3,300 cricket kits and 14 repurposed shipping containers across eight countries, including India, South Africa, Namibia, and the UK.

In India alone, six containers and 1,550 kits have been delivered to Lucknow, Delhi, Mumbai, Ahmedabad, and Chennai. Each kit includes a helmet, bag, gloves, abdomen guard, bat, and ball.

"Essentially everything a youngster needs to elevate his or her game to the next level," Otterdijk tells Cricbuzz.

During the recent T20 World Cup across India and Sri Lanka, DP World moved 55 metric tonnes of cargo — broadcasting and support equipment — across venues in Ahmedabad, Mumbai, Delhi, and Colombo to ensure seamless match operations.

"It's been great. We started small and over time expanded into T20, 50-over cricket, the World Test Championship, women's cricket, and grassroots cricket. We've become a major partner of the ICC," Otterdijk notes.

DP World also sponsors the DP World Asia Cup via the Asian Cricket Council, the DP World ILT20, SA20, and the men's and women's teams of Delhi Capitals.

On why DP World chose a single IPL franchise over league-level sponsorship, Otterdijk says: "The emotional connection with a team — winning or losing — and engagement with players is where our research showed we could build stronger customer relationships."

Asked why a UAE-based company invests so heavily in cricket, he explains: "In the UAE, nearly half the diaspora comes from India. India is our most important market. We are heavily invested in India as a global economic entity."

"We can also create relevance in civil society. As you said, we are now one of the prominent brands associated with cricket. It means we become part of the fabric of society in India."