World Rugby and Emirates have extended their partnership for the next decade, which will see the airline serve as the principal partner of every Rugby World Cup through 2035.
Key details:
- Emirates becomes World Rugby platinum partner
- Airline’s ‘Fly Better’ branding will continue to feature on all match officials at Rugby World Cups and international fixtures
- Partnership for men’s and women’s Rugby World Cups also covers all global qualifying events
- Emirates will continue to receive prominent pitch-side branding, logo placement across World Rugby’s official digital channels, and engage fans through exclusive digital activations
Context:
Emirates stated it had become ‘the first entity in World Rugby’s history’ to receive the title of premium partner. World Rugby described the extension as ‘the biggest, longest and most wide ranging in the governing body’s history’.
Emirates has been a long-term sponsor of rugby, with its first involvement dating back to 1987 through the Emirates Airline Dubai Rugby Sevens. The United Arab Emirates (UAE) flag carrier first joined as a Rugby World Cup sponsor in 2007 and last extended its deal in 2022. This latest agreement will cover the 2027, 2029, 2031, 2033 and 2035 editions of the tournament.
The extension also follows another recent high-profile renewal for Emirates, after the airline agreed to continue as the principal partner of Italian soccer giants AC Milan.
Comment:
“The landmark deal is more than a record renewal – it is a major statement of belief in rugby’s global potential,” said World Rugby chief executive Alan Gilpin.
“Emirates recognises the sport’s power to unite and inspire fans worldwide, and this long-term commitment underscores the escalating value of Rugby World Cups and the confidence world-leading partners have in rugby’s trajectory.
“Emirates has been a cornerstone of rugby’s international growth for more than two decades, and we are proud to extend this partnership through to 2035. Since 2007, their support, from Rugby World Cups to the essential work of match officials, has been instrumental in advancing the game. Together, we will continue to inspire new generations of fans and expand rugby’s footprint around the world.”
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