Emirates and World Rugby Sign Historic 10-Year Partnership Renewal

Emirates and World Rugby have solidified their enduring partnership for another ten years, extending their collaborative efforts through 2035 in one of the sport's most celebrated global partnerships. This agreement marks Emirates as the first organisation to achieve the title of Platinum Partner within World Rugby’s history, enhancing a relationship that has influenced international rugby for nearly twenty years.

As part of the renewed agreement, Emirates will continue to be the Principal Partner for the Men’s Rugby World Cups in 2027, 2031, and 2035, along with the Women’s Rugby World Cups scheduled for 2029 and 2033. With events hosted in Australia and the United States, Emirates' prominence will remain significant at some of the sport’s most-followed competitions.

The partnership guarantees Emirates visibility at all Rugby World Cup events, alongside a significant presence on World Rugby’s digital platforms and promotional materials. The airline aims to engage millions of fans globally through dedicated digital initiatives, reinforcing its international identity within rugby’s expanding digital space.

Referees and match officials at key international events will don the title of “Emirates World Rugby Match Officials,” showcasing the airline’s signature ‘fly better’ kit. This includes officiating teams during the Six Nations, Women’s international matches, and the Rugby Championship. Emirates branding will also be visible in the Television Match Official booths throughout the Rugby World Cups.

Beyond major tournaments, the renewed partnership plans to enhance community engagement and grassroots initiatives across vital areas within Emirates’ network, aiming to foster local rugby participation and development pathways.

Emirates’ involvement in rugby dates back to 1987, starting with its title sponsorship of the Emirates Dubai Sevens. Over the decades, the airline has supported Rugby World Cups, international officials, and major sevens tournaments, solidifying its status as a key commercial ally in the sport. Its investments have also been crucial in advancing women’s rugby, particularly through support for upcoming Women’s Rugby World Cups.

Currently, Emirates’ rugby initiatives extend across various continents, thanks to partnerships with EPCR, Asia Rugby, the UAE Rugby Federation, and major sevens events in Dubai and Cape Town. The airline is also the owner of The Sevens Stadium in Dubai, a hub for international tournaments and a development center for youth and amateur clubs, including its enduring support for the Dubai Hurricanes.

Rugby remains a vital aspect of Emirates’ broader sponsorship strategy, which encompasses premier partnerships in sports ranging from football to tennis, horse racing, golf, and beyond. The airline’s global “fly better” branding continues to resonate with fans through sports, culture, and international events.

As Emirates and World Rugby embark on this renewed decade-long commitment, they enter a transformative phase that underlines their mutual goal of elevating the sport’s growth, visibility, and worldwide community impact for years to come.