Emirates and World Rugby Announce Landmark Partnership Extension Through 2035
In a monumental agreement signaling sustained confidence in the global growth of rugby, World Rugby and Emirates have announced an extension of their long-standing partnership through at least 2035. This represents the largest and longest commercial agreement in World Rugby’s history, solidifying Emirates’ position as a Platinum Partner and Principal Partner of both the men’s and women’s Rugby World Cups for the next decade.
The renewed collaboration encompasses every Rugby World Cup scheduled through 2035, including the highly anticipated men’s and women’s tournaments in Australia (2027 & 2029), the 2031 and 2033 editions in the United States, and the 2035 men’s Rugby World Cup. Crucially, the agreement also extends to cover global qualifying events, ensuring support for the sport’s development at all levels.
A significant aspect of this extended partnership is Emirates’ elevation to Principal Partner of the Women’s Rugby World Cup. This commitment arrives at a pivotal moment for the women’s game, which is experiencing unprecedented growth. England is set to host the 2025 tournament – the first to be held across multiple venues in the UK – and is projected to shatter previous attendance records, demonstrating the increasing popularity and commercial viability of women’s rugby.
The iconic Emirates “Fly Better” branding will remain prominently displayed on match officials during Rugby World Cups and international fixtures. This visual presence will be amplified through integrated digital campaigns jointly developed by World Rugby and Emirates, maximizing reach and engagement with fans worldwide.
Emirates’ journey with rugby began in 1987 with its sponsorship of the Dubai Rugby Sevens. The airline’s involvement with the Rugby World Cup commenced in 2007, and since then, it has served as a worldwide partner for the 2011, 2015, 2019, and 2023 men’s tournaments, as well as the upcoming Women’s Rugby World Cup 2025.
Alan Gilpin, World Rugby Chief Executive, emphasized the significance of the deal: “This landmark deal is more than a record renewal – it is a major statement of belief in rugby’s global potential. Emirates recognizes 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 continued, “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.”
This partnership extension isn’t merely a financial boost for World Rugby; it’s a validation of the sport’s increasing global appeal and commercial viability. As rugby continues to expand into new markets, particularly in North America, the support of a global brand like Emirates will be invaluable. But what impact will this long-term commitment have on grassroots rugby development programs around the world? And how will World Rugby and Emirates collaborate to leverage digital platforms to reach new audiences and enhance the fan experience?
The Evolution of the Emirates-World Rugby Partnership
The relationship between Emirates and World Rugby has evolved significantly since its inception in 1987. Initially focused on regional support through the Dubai Rugby Sevens, the partnership gradually expanded to encompass broader sponsorship of Rugby World Cup events. This progression reflects Emirates’ growing ambition to become a globally recognized brand synonymous with premium sporting experiences.
Over the years, Emirates has consistently invested in rugby at various levels, from supporting elite competitions to funding grassroots development initiatives. This commitment has played a crucial role in the sport’s growth, particularly in emerging markets. The airline’s extensive global network has also facilitated the transportation of teams and fans to Rugby World Cup events, enhancing the overall experience for all involved.
The extension to 2035 signifies a new chapter in this partnership, with a greater emphasis on the women’s game and digital innovation. This strategic shift aligns with World Rugby’s broader objectives of promoting gender equality and expanding the sport’s reach through digital platforms. The partnership also demonstrates the enduring power of long-term sponsorships in building brand loyalty and driving sustainable growth.
Frequently Asked Questions About the Emirates-World Rugby Partnership
- What is the primary benefit of this partnership extension for World Rugby?
The extension provides World Rugby with significant financial resources to invest in the growth and development of the sport globally, particularly in emerging markets and the women’s game. - How will Emirates’ branding be integrated into Rugby World Cup events?
Emirates’ “Fly Better” branding will continue to be prominently displayed on match officials’ uniforms and integrated into digital campaigns and event activations. - What role will Emirates play in the development of the Women’s Rugby World Cup?
Emirates will serve as the Principal Partner of the Women’s Rugby World Cup, providing financial support and marketing expertise to help elevate the tournament’s profile and reach. - When did Emirates first become involved with Rugby World Cup sponsorship?
Emirates first became a Rugby World Cup sponsor in 2007 and has been a worldwide partner for subsequent tournaments in 2011, 2015, 2019, and 2023. - What is the significance of the partnership extending through 2035?
The long-term commitment demonstrates Emirates’ confidence in the future of rugby and provides World Rugby with a stable financial foundation for long-term planning and investment. - How does this partnership contribute to the global expansion of rugby?
Emirates’ global network and marketing reach will help to promote rugby in new markets and attract new fans to the sport.
Share this article with fellow rugby enthusiasts and join the conversation! What are your thoughts on the future of rugby with Emirates as a key partner?
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