Today's Edition
KUUMAR SHYAM (ABU DHABI)
The Abu Dhabi T10 is set for its most significant transformation since moving to the capital in 2019, with government-backed stakeholders taking a direct role in shaping the league's commercial future as part of a wider strategy to strengthen Abu Dhabi's position as a global sports and tourism destination.
Abu Dhabi came in as title sponsors initially in the third season of the tournament which originated from Ajman entrepreneur Shaji-ul-Mulk's initiative and played in Sharjah. The agreement was renewed in 2024, but last week an announcement was made that the event was being relaunched.
A poster only revealed the new season's start date for November, but behind the veneer of that simple announcement are multiple moving pieces of a jigsaw puzzle revealing the extent of a major revamps on the cards, as Aletihad learns in an exclusive chat with the man in charge at hosts Abu Dhabi Cricket & Sports Hub.
What began as a hosting arrangement has evolved into a far deeper commitment, according to Chief Executive Officer Matt Boucher, who says the tournament is entering a new era under an equity partnership that gives Abu Dhabi control of the event's commercial rights and long-term vision.
"We were very keen to position an international event that could regularly take place on the destination sports calendar," Boucher said, recalling the first shift to Abu Dhabi in 2019 under a partnership involving the Abu Dhabi Sports Council and the Department of Culture and Tourism.
The tournament's first five years in Abu Dhabi convinced stakeholders that cricket could become a permanent fixture in the emirate's sporting calendar. A renewed hosting agreement was signed in 2024, but the latest development goes much further.
"Now we're controlling the vision and the next stages of the Abu Dhabi T10. We can be centrally involved in the key strategic decision-making and are driving conversations that we weren't previously permitted to be part of," Boucher said.
Among the priorities is creating greater stability among franchises. The league has experienced frequent ownership changes in recent years. Besides, Boucher believes there are franchises from North America, Europe and Asia which could be roped in if the competition is to reach the next level.
"The stability of ownership is really the foundation of having a successful event," he said.
"We are looking to refresh many of those agreements and have fresh 10-year arrangements in place with international companies and potential international franchises."
Broadcast expansion forms another pillar of the strategy. Negotiations are under way with several broadcasters and digital platforms, with India remaining the key market. "We have four or five live conversations going on in many directions," Boucher said.
"The aim is to have a confirmed linear and OTT footprint around the world by the middle to end of July."
Securing stronger ownership groups earlier in the process, he added, would help attract players sooner and strengthen broadcast negotiations.
"If you're an international broadcaster, the first question is who are the teams and who are the players," he said.
The 2026 edition will continue in its November slot for at least the next two years, having moved from its January slot last year.
Besides trying to fit in a packed international calendar with many competing leagues, Boucher says it is also more about positioning the tournament between major Abu Dhabi events such as ADIPEC and the Formula One Abu Dhabi Grand Prix.
It also creates opportunities far beyond cricket while trying to get a cohesive run for the benefit of UAE cricket, too, if the ADT10 can link up with the other major event, the DP World International League Twenty20 (ILT20).
"It's a nice area to be in," he said. "We're working with ILT20 to make sure the UAE becomes the home of two tournaments over a period of five to six weeks. If we can become an attractive hub for players and investors, that's a great proposition."
The event is expected to feature eight teams and 33 matches across a 13-day window, with organisers focused on simplifying the competition structure and improving live audiences as fan engagement is another pillar of focus.
Boucher acknowledged that attracting spectators remains a challenge in the UAE sports market, but said organisers intend to build a more complete entertainment offering around the matches.
"We haven't had particularly good fan villages over the years," he said. "We need a much better experience around the cricket, with music, food and entertainment. We are also exploring the format from events such as the NBA play-offs."
The ADT10 is in almost a daily dialogue with ADSC as it tries to integrate the tournament more closely into the emirate's tourism ecosystem through partnerships with hotels, attractions and leisure operators. Central to those ambitions, Boucher said, is sustained government support.
"Without Abu Dhabi Sports Council, we couldn't do anything," he said.
"Together with DCT, they have been absolutely critical partners. With that support, we can get Abu Dhabi T10 to the top table of sports destination events in the emirate here."
Counting down to November, the offices inside the Zayed Cricket Stadium ovals are working a frenetic pace to position ADT10 as another strategic asset in the emirate's wider drive to attract visitors, investors and global sporting attention.
