Matt Bailey, Building a Sustainable Legacy with the Desert Vipers
By Hafsa Qadeer
In the sunlit arenas of Dubai, where the echo of cricket blends with the rhythm of innovation, a quiet revolution is taking shape. It’s not merely about bats and balls, nor the thrill of boundaries, it’s about purpose. At the heart of this transformation stands Matt Bailey, the Head of Strategy at Desert Vipers, a franchise redefining what it means to be a modern cricket team in an era where sport meets sustainability.
“Cricket teams should stand for more than heroics on the pitch,” Bailey reflects. “We play such a meaningful role in people’s lives, it’s only natural we extend that to the planet as well.”
Under his stewardship, the Desert Vipers have grown beyond the boundaries of cricket to embody a philosophy Bailey calls “playing with purpose for people and the planet.” It’s a movement that fuses performance with principle, proving that winning and doing good are not opposing forces, but two sides of the same ambition.
Beyond the Boundary
The Spirit of a Sustainable Team
For Bailey, sustainability isn’t a slogan; it’s a blueprint. The Vipers are one of the few professional sports teams in the world to weave environmental consciousness directly into their operations, from the dressing room to the stands.
“We’re an elite cricket franchise, and winning matches remains our top priority,” he explains. “But that doesn’t mean we can’t care about how we win.”
Small changes have made a big impact. Players now use refillable bottles instead of single-use plastics, thanks to a collaboration with the Bluewater Group. The team’s kit, designed with PalmFit, is made entirely of recycled polyester, ensuring that sustainability threads through every layer of their identity.
“The players love it,” Bailey says with a smile. “We worked hard to make sure it matched or exceeded the quality of what they’d wear elsewhere. It’s about showing that performance and purpose can coexist.”
But sustainability for the Vipers also means fostering a healthier team culture. Their “Coffee Club”, an initiative led in partnership with RAW Coffee Company, brings players, families, and staff together every morning during the ILT20 season for coffee and conversation. No cricket talk, no pressure, just connection.
“It’s a small ritual, but it builds something essential,” Bailey notes. “Community. When people feel respected and relaxed, they perform better. That’s the kind of environment we’re trying to create.”
Dubai, A Home Beyond Borders
The UAE’s cosmopolitan pulse has given the Desert Vipers a unique canvas to paint their story on. “It’s a privilege to call Dubai home,” Bailey says. “The diversity here mirrors the diversity of our team.”
This year, the franchise welcomes players from Saudi Arabia and Kuwait, extending its reach deeper into the GCC. “It’s exciting,” Bailey adds. “We’re helping shape a regional cricket culture that feels inclusive and forward-looking.”
But managing a team of different nationalities and languages isn’t without challenges. “We employ staff fluent in Urdu, for instance,” Bailey explains. “Clarity and connection are vital. Everyone must feel seen, understood, and aligned with our goals.”
That alignment begins long before the first ball is bowled. “We send players detailed materials before they even arrive,” he says. “By the time they step on the field, they know exactly what it means to be a Viper, what we stand for, and why it matters.”
Cricket Meets the Digital Age
If sustainability defines the team’s soul, technology is shaping its future. Bailey believes that cricket fandom is already more digital than physical, and that’s not necessarily a bad thing.
“Our biggest engagement comes from social media,” he explains. “But AI, fan NFTs, and virtual stadiums are transforming how supporters experience the game. The next generation won’t just watch cricket, they’ll live it digitally.”
For Bailey, this evolution is a thrilling challenge. “Sports often become testing grounds for innovation,” he says. “At the Desert Vipers, we’re always open to new technologies that deepen connection and expand our reach.”
That forward-thinking approach echoes through the team’s four guiding principles: High Performance, Innovation, Sustainability, and Social Responsibility. Together, they form the moral compass that keeps the franchise grounded as it navigates the changing tides of sport and technology.
The Rise of Purpose-Driven Franchises
In today’s sponsorship landscape, brands are no longer satisfied with mere exposure, they seek alignment. And the Desert Vipers, through their sustainability-first approach, have become a beacon for purposeful partnerships.
“Winning is non-negotiable,” Bailey asserts. “But sustainability has opened new doors for us. It allows us to have different kinds of conversations with brands.”
The team’s approach to corporate partnerships is refreshingly authentic. “We’re not here to preach sustainability,” he adds. “We’re here to practice it, and give brands a genuine platform to tell their own stories.”
This intersection of purpose and profit, he believes, is reshaping modern sport. “Purpose marketing is growing because fans are smarter. They expect teams and brands to stand for something. Sports franchises have a powerful voice, and it’s our responsibility to use it well.”
From IPL Lessons to ILT20 Leadership
Having witnessed the birth of the Indian Premier League (IPL), a revolution that redefined cricket forever, Bailey recognizes familiar sparks in the DP World ILT20.
“India had the perfect conditions for the IPL to explode,” he recalls. “Cricket, there isn’t just a sport, it’s an identity. The UAE, by contrast, requires us to work harder to capture attention. But that’s what makes it exciting.”
The ILT20, now in its fourth season, has evolved rapidly. “Every year, it’s bigger and better,” Bailey says. “This season’s addition of players from Saudi Arabia and Kuwait marks a huge step forward. I expect to see Oman, Bahrain, and Qatar join in the future, making it a truly GCC-wide league.”
That regional expansion, he believes, will set the ILT20 apart. “Each GCC nation brings its own energy and culture. Together, they can create something uniquely Middle Eastern, a cricket ecosystem unlike any other.”
The UAE, A Bridge of Opportunity
Few nations embody the word bridge quite like the UAE, connecting East and West, tradition and innovation, sport and sustainability. The Desert Vipers have woven this spirit into their DNA.
“Cricket participation here is booming,” Bailey says proudly. “Our Schools Programme reached over 12,000 children last year. We teach them the basics of cricket through the lens of sustainability. It’s sport as a connector, across cultures, genders, and communities.”
The initiative extends to local and international schools, with a focus on inclusivity and awareness. “It’s how we build fans, by being active in the community all year round,” Bailey explains.
Commercially, too, the strategy is rooted in the UAE. “While international viewership is massive, our biggest support comes from UAE businesses,” he adds. “We see ourselves as part of the local ecosystem, not just guests in it.”
The New Fandom
Players Before Teams
In a world of TikTok highlights and short attention spans, loyalty is being redefined. Bailey has watched this transformation unfold up close.
“Today’s young fans often follow players more than teams,” he says. “They’ll support a Cristiano Ronaldo or a Virat Kohli, regardless of the jersey. Allegiances shift fast, and that changes how we engage.”
This shift, he believes, is both a challenge and an opportunity. “It forces teams to tell deeper stories,” Bailey notes. “We have to humanize our players, show who they are beyond the game. That’s how we earn lasting loyalty.”
The Franchise of the Future
Looking ahead, Bailey envisions a world where cricket franchises transcend geography altogether. “We’re already seeing IPL franchises expand into South Africa, the USA, and here in the UAE,” he says. “The real winners will be those who can build global fanbases, where supporters can follow their team anywhere in the world.”
This globalization of the game, powered by technology, could even reshape the traditional hierarchy of international cricket. “We’re hearing talk of players signing exclusive year-round contracts with franchises,” Bailey observes. “That’s a major shift, and it’s happening sooner than people think.”
For him, this is not a disruption, but an evolution. “It’s fascinating to be part of an industry that’s reinventing itself in real time,” he says.
A Legacy Beyond Trophies
As the next ILT20 season draws near, Bailey’s focus remains clear: winning. Yet his definition of victory extends far beyond silverware.
“Our eyes are on the trophy, no doubt,” he says. “But legacy is about more than medals. It’s about impact.”
For the Desert Vipers, that legacy is already being written, in classrooms where children learn about sustainability, in communities united through sport, and in a franchise that dares to dream beyond the scoreboard.
“If we can inspire even one young fan to care for the planet while loving the game,” Bailey reflects, “then we’ve already won.”