Lancashire Cricket has announced that Emirates has signed a new seven-year extension of the Club’s headline partnership until 2029.
This makes it the longest and biggest sponsorship in English domestic cricket.
The extended partnership with the world’s largest international airline includes naming rights of the Emirates Old Trafford stadium, as well as shirt sponsorship for Lancashire Lightning’s Vitality Blast shirt, and the Club also says it strengthens “one of the most recognisable and respected” sponsorships in sport.
The partnership began in April 2013, and this extension means that not only will Emirates remain as principal headline sponsor at Lancashire Cricket and Emirates Old Trafford, but it’ll also be on the front of the Club’s T20 shirt for at least 17 years.
That’s not all either, as on top of the partnership extension, a new dedicated hospitality, conference, and events space named the Emirates Business Class Lounge will be branded up in the historic Pavilion at Emirates Old Trafford too.
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Speaking on the partnership extension, Daniel Gidney – Chief Executive at Lancashire Cricket – said: “This is an historic day for the Club and we’re delighted to announce the Emirates partnership renewal, which positions the sponsorship at Lancashire Cricket as one of the biggest and most recognisable in the game.
“We are hugely proud of our relationship with Emirates, a world class brand with a truly global reach, and this is another very positive step as part of the Club’s continued commercial growth and development.”
— Lancashire Lightning (@lancscricket) May 23, 2022
He continued: “We are incredibly grateful for [Emirates’] support of the Club and we look forward to working with their team over the next seven years and beyond.”
The new partnership extension also comes as Emirates Old Trafford “continues to transform”, even after the £65 million redevelopment work over the past decade, when plans were approved from Trafford Council for work at the ground.
The new project includes plans for a 100-bed hotel extension, 1,025-seater stand, a heritage centre, a guest services hub, and a new retail store facing directly on to Brian Statham Way, and the Club says this continued redevelopment will play a key role in its long-term financial strategy and sustainability moving forward.
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It will also “increase and improve” the facilities that can be used by members and supporters.
Lancashire Cricket has announced that Emirates has signed a new seven-year partnership extension / Credit: Lancashire Cricket
“We are very pleased to be extending our partnership with Lancashire Cricket Club until 2029,” added Boutros Boutros of Emirates on the partnership extension.
“Lancashire is a legendary name in English cricket, and as the world’s largest international airline, we are proud to be playing such a big role in the Club’s growth and success, with the new agreement will make this the longest, and biggest sponsorship in English domestic cricket
“We very much look forward to the next seven years of our mutually beneficial relationship.”
Featured Image – Lancashire Cricket
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Manchester’s Cat Cafe issues lengthy response to anti-industry statement
Danny Jones
Manchester’s soon-to-return Cat Cafe has shared a lengthy statement responding to the recent suggestion made by leading animal charities that their particular line of business should become a thing of the past.
Cat Cafe Manchester (CCM) closed its city centre premises back in January 2021 like so many others suffering from the post-pandemic struggle, but there are still several other feline-focused coffee shops and similar set-ups located up and down the country.
With that in mind and after the Manchester location announced a comeback later this year – in a prime location on Deansgate, no less – the discussion surrounding the niche industry has turned to issues regarding animal rights, welfare and overall quality of life.
However, rather than simply firing back at the likes of the RSPCA and Cats Protection over their concerns and belief that these venues should be “phased out”, the company has come out to agree with their overarching point whilst still assuring that their sites “are different”.
As you can see in an extensive reply, the brand begins by writing: “We are in strong agreement that there needs to be more regulation in the industry, as we believe many cafes are operating in manners that are harmful to cats.”
They detail how they don’t support ventures that operate by simply piggybacking on vital animal rescue procedures, citing that around 90% of the UK’s cat cafes simply ship prospective pets in and out, creating a stressful environment for its furry residents.
In contrast, Cat Cafe MCR go on to insist that “cats in our cafes are pedigree, as they are best suited to an indoor-only environment [as opposed to rescues who often benefit from outdoor time], and they are bred for temperament, meaning our cats need a lot of attention from people, and also enjoy the company of other cats.
“Our cafes have windows for natural light and there is plenty of space off the cafe floor for cats to get away from customers. They are provided with enough resources spread out throughout a very large building to reduce any competitive behaviour. Our cats are never ever kept in cages – as is the case in some Cat Cafes.”
CCM also explained how the behaviour of their in-house cats is analysed weekly, adding that “if we feel any cat in our cafe is not happy and is showing signs of stress, we would immediately remove them from the environment.”
Besides the obvious soothing quality of the experience for regular customers, cafes like theirs and the canine equivalent CuppaPug in Salford are extremely helpful in providing animal-assisted therapy for people struggling with mental health conditions and those categorised as neurodiverse.
Cat Cafe drew their response to a close by inviting both of the charities in question to work with them in creating new guidelines and strict rules when it comes to animal welfare in these spaces.
They concluded by declaring that not only are they “incredibly difficult to run responsibly” when done properly but that “Cat Cafes are not all the same, and they should not be opened without serious thought and consideration for the cats’ welfare.”
We are still unclear as to when exactly Cat Cafe Manchester will reopen but all we know is that the team will be as dedicated to providing an enjoyable experience for both the animals and visitors when it does.
Sir Gareth Southgate says young men ‘need better role models’ – and more of them
Danny Jones
Ex-footballer and England manager Sir Gareth Southgate has called on contemporary society to do better when it comes to young men, insisting that boys today need real role models.
In fact, not to put words in his mouth, but he isn’t just calling out for more of them; more precisely, he believes they need better ones than some of the figures who have found a following in recent years.
Speaking in one of his first public addresses since being knighted in the 2025 New Year’s Honours list and one of a scarce few since stepping down as the Three Lions boss, Southgate gave a lengthy speech as part of the BBC’s annual ‘Richard Dimbleby Lecture’.
The former Crystal Palace, Middlesborough and Aston Villa defender touched on a number of topics in his discussion, including the troubling rise of “callous, manipulative and toxic influencers, whose sole drive is for their own gain” and are finding increasing popularity on social media.
Southgate has strong opinions on the current archetype of ‘role models’ that young men are gravitating towards.
Southgate went on to express the crucial nature of “identity, connection and culture” in contemporary society, insisting that current values are drifting off course.
He went on to state that because of the swirling questions surrounding masculinity, “young men end up withdrawing, reluctant to talk or express their emotions […] They spend more time online searching for direction and are falling into unhealthy alternatives like gaming, gambling and pornography.”
Southgate also believes that “if we make life too easy for young boys now, we will inevitably make life harder when they grow up to be young men”, arguing that we are at risk of creating a culture where they fear failure so much that “they fail to try, rather than try and fail.”
Drawing from his own experience as a player and his famous penalty miss in Euro ’96, as well as his multiple attempts at winning a major tournament as the national team coach, he reflected on how these experiences made him who he is today – experiences he navigated through thanks to role models.
Put more simply, he suggested that we need to return focus to the importance of teachers, sports coaches, youth groups and ‘proper’/traditional role models, rather than simply allowing the next generation of young men to resort to poor examples online.
"We have to show young men that character is more important than status."
Gareth Southgate demands leaders step up to become positive role models for 'isolated' young men. pic.twitter.com/FMlnqjppQi
The timing of Southgate’s speech hasn’t been lost on large swathes of the British public, in particular, in light of the hit Netflix drama, Adolescence.
Revolving around the story of a young boy accused of a violent crime towards a young girl, the four-part series touches on incel culture, the growing ‘manosphere’ digital community, controversial figures like Andrew Tate and more.
You can listen to Southgate’s lecture on young men and the importance of role models in full HERE.
Emily Sergeant -
23rd May 2022 
