Emirates Enhances World Rugby Partnership with Historic 10-Year Renewal

Post by : Bianca Suleiman

Emirates has officially renewed its enduring partnership with World Rugby for an additional decade, extending collaboration through to 2035. This historic agreement makes Emirates the first-ever Platinum Partner in World Rugby's history, solidifying a relationship that has significantly impacted international rugby for nearly twenty years.

The renewed partnership guarantees Emirates will continue as the Principal Partner for the Men’s Rugby World Cups in 2027, 2031, and 2035, as well as the Women’s Rugby World Cups scheduled for 2029 and 2033. The airline will maintain a prominent presence at these highly anticipated events, held in Australia and the United States, ensuring visibility during some of rugby’s most prestigious tournaments.

As part of this renewed agreement, Emirates will enjoy pitch-side visibility at all Rugby World Cup events, complemented by extensive branding across World Rugby’s digital platforms and promotional initiatives. Innovative digital activations will enable the airline to engage millions of rugby fans globally, reinforcing its identity as a key player in the rugby community.

Referees and match officials at key international events will continue to represent as “Emirates World Rugby Match Officials,” donning the airline’s iconic ‘fly better’ kit. Emirates branding will also remain prominent during telecasts, particularly inside Television Match Official booths across Rugby World Cups.

The renewed partnership goes beyond high-level competitions, incorporating initiatives aimed at enhancing community and grassroots engagement throughout regions in the Emirates network. These programs aspire to create participation pathways and bolster the development of rugby locally.

Emirates’ journey with rugby began in 1987 with its title sponsorship of the Emirates Dubai Sevens. Through the years, the airline has been a stalwart supporter of Rugby World Cups, top-tier international referees, and significant sevens tournaments, emerging as one of rugby's most impactful commercial allies. Its contributions have also advanced the growth of women’s rugby, particularly through investing in the upcoming editions of the Women’s Rugby World Cup.

Currently, Emirates’ rugby presence spans across several continents, with partnerships including EPCR, Asia Rugby, and the UAE Rugby Federation, as well as prominent sevens events in Dubai and Cape Town. The airline owns The Sevens Stadium in Dubai, which serves as a venue for international events and a development hub for youth and amateur clubs, notably supporting the Dubai Hurricanes.

Rugby constitutes a fundamental aspect of Emirates’ broader sponsorship portfolio, which encompasses partnerships in various sports such as football, tennis, and golf. Its global “fly better” branding works to connect diverse audiences through sports, cultural events, and significant international competitions.

With this decade-long renewal, Emirates and World Rugby embark on a new journey—one that reinforces their commitment to fostering the sport's growth, visibility, and global community for years to come.