The collaboration reinforces its commitment to sports as an enabler for healthy living

New Delhi : Usha International, one of India’s most trusted consumer durables brands, has extended its partnership with MI Emirates as an Official Partner for the 2026 season, scheduled from December 2, 2025, to January 4, 2026. The second year of partnership with MI Emirates, further amplifies Usha’s global cricket footprint, and reinforces its commitment to advancing active, healthy living through the power of sport.

The month-long league features six franchises and is slated from 2nd December 2025 to 4th January 2026. 34 high-intensity matches will be held across match venues in Abu Dhabi, Sharjah, and Dubai – which will host both the kick-off as well as the finale. League matches will be aired exclusively on Zee’s linear television network and its OTT platform ZEE5, reaching audiences across India and around the world.

Speaking about the growing association, Komal Mehra, Head – Sports Initiatives & Associations, Usha International, 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.”

An 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.”

With MI Emirates gearing up for an action-packed season and Usha deepening its engagement across multiple touchpoints, the continued partnership reflects a shared vision of excellence, richer fan experiences, and the global spirit of cricket that binds enthusiasts across continents. Usha will also organize exciting meet-and-greet sessions with select MI Emirates players and digital activations hosted on the team’s social media handles, including the “Pick the Wrong’Un” and “Player of the Match” contests, along with signed memorabilia giveaways for fans such as jerseys, bats, and caps.

Usha has been a strong advocate for inclusive sports initiatives across India. Beyond its affiliation with MI Emirates, the brand actively supports Ultimate Flying Disc, Football, Ladies Amateur and Junior Golf, Cricket for the Deaf, and various sports for the visually challenged, including athletics, kabaddi, judo, and powerlifting. Usha is also deeply committed to reviving indigenous 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.