Emirates Extends World Rugby Partnership to 2035 in Landmark Deal
Table of Contents
- 1. Emirates Extends World Rugby Partnership to 2035 in Landmark Deal
- 2. What are the key benefits for Emirates in maintaining this long-term partnership with World Rugby?
- 3. Emirates Extends World Rugby Partnership by Ten Years, Setting New Collaborative Standard
- 4. A Legacy of Support: Emirates and rugby’s Enduring Relationship
- 5. Key Highlights of the Extended partnership
- 6. The Impact of Emirates’ Sponsorship on Rugby’s Global Profile
- 7. Benefits for Emirates: A Strategic Marketing Investment
- 8. Looking Ahead: The Future of Rugby and Emirates
DUBLIN, Ireland – December 1, 2025 – In a monumental agreement signaling confidence in the sport’s global future, emirates and World Rugby have announced a decade-long extension of their partnership, solidifying emirates’ position as the principal partner of every Rugby World Cup through 2035. This deal, hailed as the “biggest, longest and most wide-ranging” in World Rugby’s history, underscores the escalating value of the Rugby World Cup and the growing international appeal of the sport.
Emirates will now be recognized as a platinum partner, building on a relationship that began in 1987 with sponsorship of the Emirates Airline Dubai Rugby Sevens and officially entered the Rugby World Cup arena in 2007. The airline last renewed its partnership in 2022, and this latest extension covers the 2027, 2029, 2031, 2033, and 2035 Rugby World Cups – encompassing both the men’s and women’s tournaments, and also all global qualifying events.
What the Partnership Entails:
The extended partnership will see the continuation of several key branding elements, including Emirates’ ‘Fly Better’ branding prominently displayed on all match officials during Rugby World Cups and international fixtures. Fans will also continue to see notable pitch-side branding and logo placement across World Rugby’s digital platforms. Exclusive digital activations are planned to further engage fans worldwide.
This renewal comes on the heels of another significant sponsorship extension for Emirates, who recently agreed to continue their partnership with Italian soccer giants AC Milan.
A Vote of confidence in Rugby’s Growth
“the landmark deal is more than a record renewal – it is a major statement of belief in rugby’s global potential,” stated 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.”
Gilpin further emphasized the instrumental role Emirates has played in the sport’s international growth over the past two decades, adding, “Together, we will continue to inspire new generations of fans and expand rugby’s footprint around the world.”
The partnership signifies a powerful synergy between a global brand committed to excellence and a sport experiencing continued growth and international recognition. This long-term commitment from Emirates is expected to fuel further investment and development within the rugby community, solidifying its position on the world sporting stage.
What are the key benefits for Emirates in maintaining this long-term partnership with World Rugby?
Emirates Extends World Rugby Partnership by Ten Years, Setting New Collaborative Standard
A Legacy of Support: Emirates and rugby’s Enduring Relationship
Emirates, the world’s largest international airline, and World Rugby have announced a significant extension to their global partnership, solidifying a relationship that began in 1987. This new agreement extends their collaboration through 2035, marking the airline’s longest-running sports sponsorship and setting a new benchmark for long-term commitment in the world of sports marketing. The partnership’s roots are deeply embedded in the dubai Rugby Sevens, where Emirates first began its association with the sport.
Key Highlights of the Extended partnership
This ten-year extension isn’t just about branding; it represents a continued investment in the growth and global reach of rugby. Here’s a breakdown of what the extended partnership entails:
* Continued World Cup Sponsorship: Emirates will remain a key sponsor of major rugby tournaments, including the Women’s Rugby World Cup in 2025, building on their previous support for the 2011, 2015, 2019, and 2023 Men’s Rugby World Cups.
* Global Reach Expansion: The partnership will focus on expanding rugby’s reach into new markets, leveraging Emirates’ extensive network to connect fans and players worldwide. This includes initiatives aimed at grassroots development and promoting the sport in emerging nations.
* enhanced Fan Experiences: Expect innovative fan engagement activities,both at live events and digitally,designed to enhance the overall rugby experience. This could include exclusive travel packages, behind-the-scenes content, and interactive fan zones.
* Commitment to Women’s Rugby: A significant focus will be placed on supporting the growth of women’s rugby,aligning with World Rugby’s strategic priorities for gender equality in the sport.
The Impact of Emirates’ Sponsorship on Rugby’s Global Profile
Emirates’ involvement has been instrumental in elevating rugby’s profile on the international stage. Before Emirates, rugby was largely confined to customary strongholds. The airline’s investment has facilitated:
* Increased Visibility: Sponsorship of major tournaments like the Rugby World Cup has brought the sport to a wider audience, increasing television viewership and media coverage.
* Financial Stability: The financial support provided by Emirates has allowed World Rugby to invest in development programs, infrastructure improvements, and player welfare initiatives.
* Professionalization of the Sport: Increased revenue has contributed to the professionalization of rugby, attracting more talented players and coaches.
* Growth of Rugby Sevens: The long-standing support of the Dubai Rugby Sevens has helped establish it as one of the premier events on the World rugby Sevens Series calendar.
Benefits for Emirates: A Strategic Marketing Investment
While the partnership benefits World Rugby immensely, Emirates also gains significant value from the collaboration. This isn’t simply philanthropy; it’s a strategic marketing investment.
* Brand Awareness: Associating with a globally recognized sport like rugby enhances Emirates’ brand awareness and reputation.
* targeted Audience Reach: Rugby attracts a demographic that aligns with emirates’ target audience – affluent, internationally-minded travelers.
* Hospitality Opportunities: Sponsorship provides opportunities for Emirates to host clients and build relationships with key stakeholders.
* Content Creation: The partnership generates valuable content for Emirates’ marketing channels, showcasing the airline’s commitment to sports and travel.
Looking Ahead: The Future of Rugby and Emirates
The extension of this partnership signals a radiant future for both World Rugby and Emirates. With a shared commitment to innovation, growth, and fan engagement, the next ten years promise to be even more impactful than the last. The focus on expanding into new markets and supporting women’s rugby will be especially crucial in driving the sport’s continued development. This collaboration serves as a model for other sports organizations and sponsors looking to build long-term, mutually beneficial partnerships. The continued investment in rugby world cup events and rugby sevens series will be key to the success of this partnership. International rugby will benefit greatly from this continued support.
