As the Official Worldwide Partner of Rugby World Cup 2023 (RWC 2023), Emirates Airlines has launched its fourth consecutive association with the prestigious tournament, spreading the rugby fever to fans around the globe.
In a spirited start to the campaign, Emirates released a playful video featuring renowned South African referee, Jaco Peyper. The video showcases Peyper in action as he guides the airline’s iconic A380 aircraft, adorned with bespoke RWC 2023 livery, onto the tarmac for takeoff. With a whistle in hand, he signals the push-back and sends the Emirates A380 soaring on its journey to Paris, where Rugby World Cup 2023 awaits.
This light-hearted video follows the success of the award-winning ‘Whistle Watch,’ a World Rugby content series presented by former international referee Nigel Owens and sponsored by Emirates. Throughout the tournament, rugby enthusiasts can look forward to special episodes filmed across various locations in France.
As a Worldwide Partner of Rugby World Cup 2023, Emirates enjoys prominent branding visibility throughout the competition, including Television Match Official branding, hospitality, and ticketing rights. The airline is set to create a fan activation zone in Paris, Lyon, and Marseille, offering exciting “fly better” experiences. Emirates Cabin Crew will capture special moments for rugby fans using instant cameras, providing keepsake photos within limited-edition RWC 2023 photo frames. Guests at the airline’s world-class hospitality chalet can indulge in exclusive tasting sessions featuring luxury champagne brand Dom Pérignon and cognac, in collaboration with LVMH.
Rugby World Cup, one of the world’s most significant sporting events, is held every four years. This year, the tournament spans from September 8 to October 28, taking place across nine cities in France. Jaco Peyper will officiate the opening match between host nation, France, and New Zealand at Stade de France (Saint-Denis) on September 8.
Emirates’ longstanding partnership with World Rugby dates back to 2007 when the airline first sponsored Rugby World Cup 2007 in France as a Tournament Sponsor. Subsequently, Emirates became a Worldwide Partner for Rugby World Cup 2011 in New Zealand and signed agreements for both England 2015 and Japan 2019. Currently, Emirates holds the title of Worldwide Partner for Rugby World Cup France 2023 and Rugby World Cup Australia 2027. Additionally, Emirates sponsors the Emirates Match Officials, with top referees donning the Emirates Fly Better kit since 2013.
Earlier this year, Emirates played a pivotal role in transporting The Webb Ellis Cup from South Africa to Paris via Dubai on its iconic A380, featuring bespoke RWC 2023 livery. The journey was shared with South African rugby legend Tendai Mtawarira, a member of the winning team at Rugby World Cup 2019.
Emirates remains a steadfast supporter of rugby on a global scale, with a history of sponsorship and involvement in various rugby events. The airline serves as the Title Sponsor of the Emirates Airline Dubai Rugby Sevens for over three decades, sponsors the Cape Town Sevens, partners with the South African Emirates Lions and Emirates Airline Park, sponsors the Dubai Hurricanes Rugby Football Club, and holds the position of Official Airline of the UAE Rugby Federation (UAERF) since 2011.
Emirates offers rugby fans convenient access to RWC 2023 with 35 weekly flights to/from France, including three daily A380 flights to Paris, daily flights to Lyon, and daily A380 flights to Nice. The airline’s extensive network of 140 destinations ensures that French customers have access to a wide range of onward connections to Asia, the Indian Ocean, the Middle East, Africa, and Australasia.
Passengers traveling onboard Emirates flights during RWC 2023 will encounter branded menus, drink coasters, cake toppers, and headrests featuring the RWC 2023 logo. Live matches will be broadcast on Sport 24 and Sport 24Extra on selected flights through the airline’s award-winning ice entertainment system and across dedicated Emirates airport lounges worldwide. Customers can also indulge in gourmet meals and a premium selection of beverages, including 37 different varieties of French wines and champagnes, as well as an enticing spirits menu.