How the ILT20 is building a global brand

How the ILT20 is building a global brand
David Warner and Gulbadin Naib of Dubai Capitals celebrate during the DP World ILT20 win over the Abu Dhabi Knight Riders at the Dubai International Stadium. (CREIMAS/ILT20)
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Updated 06 February 2025
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How the ILT20 is building a global brand

How the ILT20 is building a global brand
  • In 2024, it was the 2nd most-watched T20 cricket league globally, with 348 million unique viewers, of whom 63 percent were from India

In Dubai, last Sunday, from my vantage point overlooking the parking area for coaches carrying spectators to ILT20 matches, it was apparent that there were more coaches than normal. They began arriving around 2 p.m., continuing in a steady stream lasting close to three hours. The match which they had come to watch was between the Dubai Capitals and the Abu Dhabi Knight Riders.

These teams occupied the bottom two spots in the ILT20 table. Defeat for the Knight Riders would mean elimination from the competition, whereas the position of the Dubai Capitals was less precarious. The team had two matches remaining in which to secure a top four finish and a place in the playoffs.

In 2024, the Capitals had shown an ability of putting together a late flourish. Then, after eight out of 10 matches in the group stage, it was bottom of the table. Victories in the last two matches, followed by two in the playoff matches, propelled the Capitals to the final. This was despite David Warner returning to Australia to join the national squad, with Sam Billings taking over as captain.

This year the pair arrived late, having played in the final of Australia’s Big Bash League for Sydney Thunders. Warner’s impact against the Knight Riders was immediate. After an uncertain start he adapted to the conditions, batting throughout the innings for 93 in a total of 217 for four. The substitute rule in ILT20 meant that he could recover from his exertions by not fielding. Faced with a daunting target, the Knight Riders set about their task enthusiastically, reaching 96 without loss in 10 overs.

This entertained the almost capacity crowd but not Billings, whose captaincy skills were being tested. Two wickets in two balls brought relief for him, the Knight Riders faltering to lose by 26 runs. Consequently, the Capitals progressed to the playoffs. Even more remarkably, they negotiated these to reach the final via a tense last ball victory against the table-topping Desert Vipers.

There were few people in the stadium to savor this result. One of the stadium’s drawbacks is its lack of connection or even proximity to the metro. This, along with a lack of a cricket-watching hinterland, creates a significant marketing challenge. In recognition of this, the tournament’s management has worked hard to generate interest within the local community and mobilize it through the busing-in policy. It also knows that it needs to be prepared to try out innovative measures.

One eye-catching initiative has been the deployment of a social media influencer, Dolly Chaiwala, for three matches. The Indian, a tea seller from Nagpur, real name Sunil Patel, runs his dolly_ki_tapri_nagpur page on Instagram, which showcases his distinctive style of making tea. Early in 2024, in a scarcely believable moment of serendipity, he was catapulted into a social media frenzy. None other than Bill Gates approached his tea stall. They were pictured side by side, Gates with a glass of tea in hand.

The picture went viral, accompanied by wild speculation that the Nagpur tea seller was to become a brand ambassador for Microsoft. This speculation was fanned following a post by the Bindu Times, a satirical news parody account on Instagram. The account carried an “only for satire” purposes disclaimer, which seemed to escape the attention of readers. Their oversight has done wonders for Dolly’s exposure and, indeed, his whole life. His Instagram site has now achieved a following of some 4.5 million viewers and he is in high demand.

At one of the ILT20 matches in Abu Dhabi queues of people waited to meet him. In Dubai, former Pakistan pace bowler Shoaib Akhtar met Dolly before a match between the Gulf Giants and MI Emirates. As a former professor in marketing communications, I have observed the extraordinary developments in communications channels over the last decade in amazement. Yet, the spine of marketing remains the same — identify and know the target market, design an appropriate message, select the correct channel(s) of communication, budget accordingly, set realistic, desired, outcomes and monitor performance. All of this must be geared to building or sustaining a brand.

ILT20 is in the process of building a brand. It has a stable name sponsor in DP World. In 2024, it was the second most-watched T20 cricket league globally, with a total of 348 million unique viewers, of whom 63 percent were from India. Almost half of viewers were women and 55 percent were categorized as youth viewership. This Indo-centric appeal, despite no Indian players being part of the franchise teams, is likely to have been enhanced this year by the presence of Dolly Chaiwala.

If generating and sustaining audiences for ILT20 presents a challenge, then the next big event to occur in the UAE and, specifically, Dubai, offers challenges at the other end of the scale. As previously highlighted in this column, India’s matches in the International Cricket Council Challenge Trophy will be played in Dubai. This includes the clash between Pakistan and India on Feb. 23. Tickets went on sale online on Feb. 3. Unsurprisingly, they sold out within an hour. There is no stadium in the world large enough to cater for the demand for such a match and it needs no marketing.

However, the match poses a unique set of operational challenges. The Pakistan Cricket Board is the official country host of the tournament, the ICC is the organizer and administrative body, whilst the Dubai International Stadium is owned by Dubai Properties and tenanted by the Emirates Cricket Board.

All parties must work together to manage the hosting of both this match and the others involving India in the Champions Trophy. Whilst other major ICC tournaments have been held in the UAE in the past, this one has the added dimension of Pakistan as official host. Furthermore, those within the ECB are having to juggle their part in the organization of the Champions Trophy with the ongoing hosting of ILT20, which concludes on Feb. 9. These are hectic times for cricket in the UAE, but additional exposure can only be good for ILT20’s image.


Courtois back and Belgium are looking to turn the page on ‘Courtoisgate’

Courtois back and Belgium are looking to turn the page on ‘Courtoisgate’
Updated 18 March 2025
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Courtois back and Belgium are looking to turn the page on ‘Courtoisgate’

Courtois back and Belgium are looking to turn the page on ‘Courtoisgate’
  • The appointment of Rudi Garcia as the new coach this year paved the way for Courtois’ return
  • The 32-year-old goalie was picked for the Nations League playoff doubleheader against Ukraine

BRUSSELS: Thibaut Courtois is back with Belgium after a 21-month absence and the Red Devils are hoping the Real Madrid goalkeeper’s return will herald the start of a new era for the national team after a lean spell.
Courtois abruptly left the team in June 2023 ahead of a European Championship qualifier after falling out with Belgium’s then-coach, Domenico Tedesco. Their feud, which began over a captaincy dispute and was dubbed “Courtoisgate,” quickly escalated and damaged their relationship beyond repair.
The appointment of Rudi Garcia as the new coach this year paved the way for Courtois’ return. The 32-year-old goalie, who has made 102 appearances for Belgium, was picked for the Nations League playoff doubleheader against Ukraine.
After being away from the group for almost two years, Thibaut met with his Belgium teammates on Monday to settle any possible lingering misunderstanding.
“We’ve put things right, the squad has fully accepted Thibaut’s decision, and now we’ve got our sights set on moving forward, winning both playoff matches and qualifying for the World Cup,” Aston Villa midfielder Youri Tielemans said on Tuesday during a press conference attended by Courtois.
Courtois said he had been in contact with other Belgium internationals over the last two years, but that speaking in front of the group this week to explain himself and clear the air was important.
“I thought it was clear to everyone. But when I got here yesterday, I saw that it wasn’t,” Courtois said. “So it’s nice to be able to speak in front of everyone. Everything is clear, we’re moving forward. Let’s not talk about it anymore from now on.”
Courtois’ comeback does not seem to please everyone, though.
Courtois doesn’t satisfy everyone
Koen Casteels, who was Belgium’s starting ‘keeper at the 2024 European Championship, has made himself unavailable for the national team reportedly because of the circumstances around Courtois’ return to the fold. Casteels also suggested that other players were not enthusiastic about Courtois’ return.
Courtois said he did not know what Casteels was talking about, adding that his fellow ‘keeper was responsible for his decision.
Asked if he had any regrets, Courtois admitted he might have overreacted, but reiterated his claim that Tedesco did not show enough respect. Courtois said he had some physical issues at the time, and that Tedesco never came to check how he felt.
“I had never seen that in my 16-year professional career,” he said. “I know I don’t have the easiest personality, I’m a winner and I speak my mind, so it didn’t help. Things should have been solved within the team.”
Tielemans praised Garcia’s efforts toward team harmony after a controversy “that unfortunately did more harm to our squad than what we wanted.”
Under Garcia’s predecessor, who was hired in February 2023 with the goal of rebooting the Red Devils, Belgium failed and Tedesco was fired after disappointing performances at both Euro 2024, when they lost to France in the round of 16, and the Nations League.
Garcia’s first match in charge is on Thursday against Ukraine, with the mission to keep the Red Devils in League A. Belgium will then start its qualifying for the World Cup in June.


PFL MENA returns to Saudi Arabia as part of Jeddah Season

PFL MENA returns to Saudi Arabia as part of Jeddah Season
Updated 18 March 2025
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PFL MENA returns to Saudi Arabia as part of Jeddah Season

PFL MENA returns to Saudi Arabia as part of Jeddah Season
  • The Professional Fighters League will kick off second season in the region at the Onyx Arena on May 9

JEDDAH: The Professional Fighters League has announced that season two of PFL MENA will kick off at the Onyx Arena in Jeddah on Friday, May 9.

Following a successful debut in 2024, the second season aims to expand mixed martial arts in the Middle East by highlighting local talent and providing fighters a pathway to international success.

This season, PFL MENA will be partnering with Jeddah Season to elevate the sport of MMA in the Middle East.

The organization will also continue to promote Middle Eastern talent, with the inclusion of Jeddah-based fighters. This includes debutant Malik Basahel (21-3-1), and Ahmed Makki, who will be competing in his final professional bout.

“We’re very excited to be coming back for a second season and expanding our reach to Jeddah, Saudi Arabia,” said Jerome Mazet, PFL MENA’s general manager.

“Jeddah is home to a number of amazing fighters and has a strong fanbase, so we’re excited and grateful to bring the sport of MMA back to this incredible city.”

He said last season “was a massive success” that elevated the sport and created “stars that represent the quality and level of Middle Eastern MMA.

“We cannot wait to put on even more amazing events and build even more stars this year.”

Tickets will be available from Tuesday, March 25.


From Palestine to Pittodrie: Oday Dabbagh proving a popular addition to Aberdeen’s attack

From Palestine to Pittodrie: Oday Dabbagh proving a popular addition to Aberdeen’s attack
Updated 18 March 2025
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From Palestine to Pittodrie: Oday Dabbagh proving a popular addition to Aberdeen’s attack

From Palestine to Pittodrie: Oday Dabbagh proving a popular addition to Aberdeen’s attack
  • Club’s manager and supporters have taken the 26-year-old to their hearts after he scored 3 times since joining in February
  • Dabbagh’s next matches will be the World Cup qualifiers for Palestine against Jordan on Thursday, and then Iraq on March 25

PERTH: From Palestine to Pittodrie is a road less travelled, let alone by talented center-forwards, but Oday Dabbagh’s move to Aberdeen Football Club is proving to be a fruitful one.

Dabbagh has scored three goals in six games since he joined Aberdeen on loan at the beginning of February from Charleroi in Belgium, with the Scottish Premiership club securing an option to buy this summer.

There were no goals on Saturday at McDiarmid Park in Perth as his fourth-placed side drew 0-0 at relegation battlers St Johnstone. But there were plenty of examples of why the 26-year-old Palestinian has quickly become a popular figure at Aberdeen.

Dabbagh flashed a header wide just wide of the post, produced a lovely back heel to set up Topi Keskinen for a blocked shot and impressed with his hold up and link play.

The latter is especially true with Scotland international Kevin Nisbet, whom manager Jimmy Thelin has recently chosen to play just behind Dabbagh in Aberdeen’s attack.

“Oday is a good combination player,” Thelin told Arab News after the match. “He connects well with other players. I think him and Kevin have got a good relationship in the team. Oday has strengths.

“Today, we couldn’t give him so much to work on with the passes into the box, but he’s good at finding spots in the box and when he gets opportunities he’s really calm and finds the goals.”

The Swedish manager’s thoughts were echoed by St Johnstone defender Zach Mitchell, who described Dabbagh and the Aberdeen attack as a “threat” and that shutting them out was a “tough challenge.”

In Dabbagh’s previous match, Queen’s Park proved not as fortunate. That day Palestine’s record scorer — 16 goals from 45 caps — netted a double in the quarterfinal of the Scottish Cup at Pittodrie, Aberdeen’s home ground, in a 4-1 victory that earned a semifinal versus Hearts in April.

In a rollercoaster season for Aberdeen, the semifinal is an opportunity to get one step closer to winning silverware for the first time since 2014.

It is a bristling statistic for a club that enjoyed great success under the legendary Alex Ferguson in the 1980s, including three league title triumphs and the UEFA Cup Winners Cup and Super Cup trophies.

Under the guidance of Thelin, the club’s fifth manager since 2021, Aberdeen had a remarkable start to the season, winning 10 of their first 11 league matches and even briefly topping the Scottish Premiership table.

A dramatic decline that can be attributed to injury woes, defensive frailties and a lack of goals leaves Aberdeen a point behind third-placed Hibernian — who were bottom in November. The gap between Hibernian and Edinburgh rivals Hearts in sixth is a mere five points.

With champions Celtic once again comfortably ahead of second-placed Rangers, finishing third is the aim for Aberdeen in the league. Third place earns a spot in the second round of Europa League qualifying, while fourth seals the equivalent starting point in the Conference League.

Winning the Scottish Cup would earn Aberdeen coveted silverware and a Europa League playoff-round spot next season.

That leaves ample opportunity for Jerusalem-born Dabbagh to further endear himself to the Dons supporters. In the games prior to Dabbagh signing, Aberdeen had failed to score in five league matches and not won in the Scottish Premiership since Nov. 9.

“He’s the new type of striker that Aberdeen have needed this season,” Aberdeen fan Cameron Carnie told Arab News outside McDiarmid Park before the match on Saturday.

“He’s going to do well. He’s a lot more direct than the strikers we’ve had this season. I think it’s a different dynamic, and he’s good in the air as well. The fans have absolutely taken to him pretty well.

“Everyone wants him on a permanent deal. He’s shone enough already. Hopefully he just keeps on banging in the goals.”

Fellow fan Alan Hay, like Carnie from Aberdeen, a city in the northeast of Scotland famous for being the country’s oil capital, was of a similar mindset with regards to Dabbagh’s stint in a red shirt.

“It’s early days but there’s signs of promise,” said Hay. “He’s maybe trying a little bit hard at times but I’m feeling quite positive. There’s a quickness, an awareness and an alertness to his game.

“He’s willing to run. People love an exotic striker so it’s something a bit different. He’s got a bit of personality about him.”

Dabbagh is the first Palestine international to play in Scottish football’s top flight. The striker began his career with Palestinian club Hilal Al-Quds before moving to Kuwait.

He then signed with Al-Salmiya, Qadsia, Al-Yarmouk and then Al-Arabi where he won the Kuwait Premier League and became the league’s top scorer.

Dabbagh moved to Europe for the first time when he joined Portuguese side Arouca in 2021 before joining Charleroi on a three-year deal in 2023.

Dabbagh’s next matches will be for his national team against Jordan on Thursday, and then Iraq on March 25 in World Cup qualifiers. Both matches are taking place at the Amman International Stadium due to the situation in his homeland.

When Dabbagh returns to Aberdeen, for whom he wears the No. 11 shirt, there is much to play for.

At the end of Saturday’s match at McDiarmid Park, Dabbagh and the rest of the Aberdeen players walked to their supporters to applaud them before leaving the field.

Among the throng of red shirts and scarves, a Palestinian flag was proudly waved in the air.

Should the next stage of Dabbagh’s footballing journey include the goals that propel Aberdeen to European football and — even more enticing — silverware, there will be many more Palestinian flags hoisted in celebration.


Campaign urges fans to watch SAFF Women’s Cup final between champions Al-Ahli and Al-Qadsiah

Campaign urges fans to watch SAFF Women’s Cup final between champions Al-Ahli and Al-Qadsiah
Updated 18 March 2025
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Campaign urges fans to watch SAFF Women’s Cup final between champions Al-Ahli and Al-Qadsiah

Campaign urges fans to watch SAFF Women’s Cup final between champions Al-Ahli and Al-Qadsiah
  • Saudi Arabian Football Federation launches #SeeOurGlory for Wednesday’s showdown at Kingdom Arena in Riyadh

RIYADH: A new campaign has been launched to inspire football fans to attend, watch and follow the SAFF Women’s Cup final on Wednesday.

The hashtag #SeeOurGlory will feature across the social media channels of the SAFF, clubs and players ahead of the highly anticipated clash between defending champions Al-Ahli and first-time finalists Al-Qadsiah.

This is the second edition of the SAFF Women’s Cup, which began in October, and had 16 teams from both the Saudi Women’s Premier League and the Saudi Women’s First Division League competing.

Taking place at Kingdom Arena in Riyadh, the match will feature two of the top teams in Saudi Arabia’s burgeoning women’s football scene. Tickets for the final are available now at cup.saffwfd.com.

This year’s competition has seen more goals scored than last season’s inaugural edition, with players from more than 20 countries now competing professionally in Saudi Arabia.

“This year’s SAFF Women’s Cup Final is a testament to the rapid growth and success of women’s football in Saudi Arabia,” said Lamia Bahaian, vice president of the SAFF.

“We are thrilled to see two exceptional teams compete at the highest level, showcasing the talent, passion, and progress that define this competition.

“This match is not just about crowning a champion; it’s about celebrating the remarkable strides that the domestic game has taken in the Kingdom and we couldn’t be prouder.”

The journey to the 2025 final has seen milestones reached by both clubs.

For defending champions Al-Ahli, their path featured a thrilling 3-2 victory in a rematch of last year’s final against Al-Shabab to secure their place.

Head coach Manar Fraij is in her third season in charge at Al-Ahli and is aiming to secure her second major trophy with the Jeddah club.

Al-Qadsiah, who finished third in last year’s edition having been defeated by Al-Ahli in a 3-2 semifinal thriller, have made a remarkable push to the final this season.

Their journey saw them eliminate league leaders Al-Nassr on penalties in the semifinals.

They have young talent including Sulaf Asseri, an emerging under-20 national team star who was the first player to score for her team in this year’s SAFF Women’s Cup.

To win, Al-Qadsiah will need to find a way to stop Al-Ahli’s prolific forward Ibtissam Jraidi. The Moroccan star has been lethal in the tournament, top-scoring with eight goals to complement her league-leading 22 goals.

The SAFF Women’s Cup continues to be a key pillar in the SAFF’s mission to empower female athletes across the Kingdom, in alignment with Vision 2030.


No Jokic, no problem as Gordon, Nuggets stun Warriors

No Jokic, no problem as Gordon, Nuggets stun Warriors
Updated 18 March 2025
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No Jokic, no problem as Gordon, Nuggets stun Warriors

No Jokic, no problem as Gordon, Nuggets stun Warriors
  • A dazzling display from Aaron Gordon inspired what was ultimately a comfortable win for the Denver Nuggets
  • Gordon scored 38 points, six rebounds and three assists to halt the Golden State Warriors’ seven-game winning streak

LOS ANGELES, United States: Aaron Gordon scored 38 points as the Denver Nuggets shrugged off the absence of Nikola Jokic to halt the Golden State Warriors’ seven-game winning streak with a 114-105 victory over their NBA Western Conference rivals on Monday.
A dazzling display from Gordon inspired what was ultimately a comfortable win for Denver, who were missing regular starters Jokic and Jamal Murray from their line-up.
The absentees were barely felt by Denver though, who startled the Warriors early at San Francisco’s Chase Center and led for most of the game.
The Warriors threatened to stage a late rally after slashing the Nuggets’ fourth-quarter lead from 15 points to three points, but Denver pulled away in the closing stages to secure a deserved win.
Gordon finished with 38 points, six rebounds and three assists while Michael Porter Jr. provided offensive support with 21 points, 10 rebounds and five assists.
The Warriors were always chasing the game after failing to threaten from long range, making just eight of 33 three-point attempts. Jimmy Butler led the Golden State scorers with 23 points.
Warriors coach Steve Kerr lambasted his side’s “awful” performance.
“We played poorly out of the gate and never found rhythm and they played great,” Kerr said. “The right team won. We didn’t deserve that. We were awful.”
Denver improved to 44-25 to remain in third place in the West. The Warriors dropped to 39-29 and are sixth in the standings.
The Los Angeles Lakers are just behind Denver in fourth place in the West after a 125-109 blowout over the San Antonio Spurs.
With LeBron James still injured, Austin Reaves led the Lakers scoring with 30 points while Luka Doncic had 21 points with nine rebounds and 14 assists.
Elsewhere, the in-form Houston Rockets staged an incredible second-half comeback to defeat the Philadelphia 76ers, overturning a 25-point third-quarter deficit to win 144-137 in an overtime thriller.
The struggling Sixers – who received another gloomy injury bulletin with news that Paul George would miss the remainder of the regular season – stunned Houston after outscoring the hosts 44-28 in the first quarter.
After leading 78-57 at half-time, the Sixers stretched their advantage to 25 points early in the third quarter.
But Jalen Green and Dillon Brooks led a dramatic turnaround as the Rockets suddenly began to find their shooting range, outscoring the Sixers 45-24 in the third quarter.
The Rockets knotted the score at 131-131 with 3.9secs remaining, before dominating overtime to bring up their seventh straight win to remain second in the Western Conference on 44-25, 12.5 games behind leaders Oklahoma City.
Quentin Grimes led Philadelphia with 46 points including eight three-pointers, while Green and Jabari Smith Jr. topped the Houston scoring with 30 points apiece.
There was another overtime thriller in Minnesota, where Obi Toppin finished with 34 points, 10 rebounds and two assists to lead the Indiana Pacers to a 132-130 win over the Timberwolves. Anthony Edwards led the Wolves scoring with 38 points.
In New York, 28 points from Mikal Bridges powered the Knicks to a 116-95 defeat of the visiting Miami Heat.
The Knicks, who improved to 43-24 to remain third in the Eastern Conference rankings, effectively decided the contest after blitzing Miami 41-15 in the third quarter, stretching the lead to 27 points early in the fourth before cruising home.
Miami fell to 29-39 and are ninth in the East.
The Detroit Pistons continued their pursuit of the Knicks in the East with a 127-81 thrashing of the New Orleans Pelicans in the Big Easy.
Detroit improved to 38-31 to stay in sixth place in the East.
The Pelicans are now 18-51, one place off the bottom of the Western Conference ahead of Utah, who slumped to their 54th defeat of the campaign in a 111-97 loss to Chicago.