The 2024 ICC Men’s T20 World Cup was sponsored by a total of 11 brands, with Emirates Airline holding the largest sponsorship deal. The eight-year deal, which covers the 2024-31 period, sees the airline as a premium partner of the ICC, sponsoring the organization’s umpires, match referees, and match officials. The deal is worth an estimated total of $140 million. Other notable sponsors include DP World, IndusInd Bank, and Coca-Cola. Overall, the 2024 edition of the ICC Men’s T20 World Cup generated an estimated annual sponsorship revenue of $61.03 million, reveals GlobalData, a leading data and analytics company.

GlobalData’s latest report ‘Post Event Analysis – ICC Men’s T20 World Cup 2024’ reveals that the annual broadcast revenue for the 2024 ICC Men’s T20 World Cup was an estimated $1.15 billion. As tournament winners, India took home $2.45 million in prize money.

Olivia Snooks, Sport Analyst at GlobalData comments: “Regarding the ICC Men’s T20 World Cup sponsors, it is worth noting that the brands that sponsor the ICC will sponsor multiple tournaments, not just the ICC Men’s T20 World Cup 2024. For example, Emirates Airline is set to sponsor all ICC tournaments up until 2024. Therefore, the total deal value does not reflect just the T20 World Cup this year, but instead reflects the value of sponsoring multiple tournaments over an eight-year period.”

The Men’s T20 World Cup final between India and South Africa on 29 June attracted a peak concurrent viewership of nearly 53 million on the Disney+ Hotstar platform. Although this figure is impressive, it is not as high as the record 59 million viewers who tuned in to watch the Men’s ODI World Cup final match between India and Australia on 20 November 2023. The US also saw high engagement across the ICC platforms; prior to June 24, there had already been 2.7 million US-based users recorded visiting the ICC website and App.

Snooks continues: “Given the popularity of cricket in India, the large viewing figures are no surprise. The viewership was likely not as high for this year’s T20 World Cup as the ODI World Cup last year was held in India; therefore, the time difference would’ve been more suited to the Indian demographic. The engagement from US fans is really promising for world cricket, with the US co-hosting this year’s World Cup as a decision that was made to try and increase the popularity of cricket in the country.”

In the US alone, 190,000 fans attended the matches, with Nassau County International Cricket Stadium drawing in the biggest crowd. The largest venue during the World Cup, the stadium on Long Island in New York, saw almost 165,000 fans in attendance during the tournament. The matches with the greatest number of spectators included Pakistan vs. India, with 34,028 fans, and the US vs. India, with 31,722 people in attendance.

Snooks concludes: “Despite the incredible fan experience, especially in the US, there was much criticism during the tournament due to the early start time of the match – this was put in place to suit the broadcasters, especially for the spectators in India. There were low turnouts by crowds in the West Indies, especially for matches between the less successful nations. The ICC prioritized the broadcasting market rather than the attendance of the tournament, especially in the West Indies.”