Post by : Badri Ariffin

Emirates and World Rugby have solidified their collaboration for another decade, extending their alliance through 2035 in a landmark move for the sport. This updated agreement marks Emirates as the inaugural Platinum Partner in World Rugby history, enriching a relationship that has positively influenced international rugby for nearly twenty years.

The renewed collaboration confirms Emirates as the Principal Partner for the Men’s Rugby World Cups in 2027, 2031, and 2035, along with the Women’s Rugby World Cups in 2029 and 2033. With events occurring in Australia and the United States, Emirates' visibility will continue to shine at some of the sport's premier tournaments.

As part of the partnership, Emirates will have continuous pitch-side exposure at all Rugby World Cup events and enjoy extensive representation across World Rugby’s digital platforms and promotional efforts. Engaging digital activations are projected to reach millions of fans worldwide, bolstering the airline's global branding within rugby's expanding online community.

Referees and match officials at major international tournaments will retain the title of “Emirates World Rugby Match Officials,” dressed in the airline’s distinctive ‘fly better’ kit. This includes officiating teams in Six Nations, Women’s international matches, the Rugby Championship, and British & Irish Lions Tours, ensuring Emirates branding is also visible in Television Match Official booths during the Rugby World Cups.

Beyond the elite competitions, this renewed agreement encompasses initiatives to enhance community and grassroots involvement throughout key areas of the Emirates network, aiming to establish pathways for participation and support local rugby growth.

Emirates' association with rugby began in 1987, starting with its sponsorship of the Emirates Dubai Sevens. Over the years, the airline has been a formidable supporter of Rugby World Cups and international referees while also playing a vital role in promoting women's rugby, particularly through support for upcoming editions of the Women’s Rugby World Cup.

Currently, Emirates' rugby involvement spans continents, collaborating with EPCR, Asia Rugby, the UAE Rugby Federation, and premier sevens events held in Dubai and Cape Town. The airline also owns The Sevens Stadium in Dubai, a venue for international competitions and a development center for youth and amateur clubs, including its longtime support of the Dubai Hurricanes.

Rugby remains a cornerstone of Emirates’ extensive sponsorship portfolio, which includes partnerships across football, tennis, horse racing, golf, cricket, cycling, and sailing. Its global 'fly better' branding strives to connect fans through sport, culture, and major events.

With this renewed decade-long arrangement, Emirates and World Rugby embark on a new chapter, reaffirming their shared responsibility in nurturing the sport's development, visibility, and global community for years ahead.

#Global News #Sports News