Emirates and World Rugby Sign New 10-Year Agreement
Emirates and World Rugby have signed a new decade-long agreement, extending their partnership through to 2035 and reaffirming one of the longest and most influential alliances in global rugby.
Under the renewed deal, Emirates becomes the first organisation in World Rugby’s history to hold the title of Platinum Partner, while continuing as Principal Partner of all upcoming Men’s and Women’s Rugby World Cups.
The airline will retain its role as Principal Partner for the Men’s Rugby World Cups in 2027, 2031 and 2035, as well as the Women’s Rugby World Cups in 2029 and 2033. Emirates’ branding will feature across stadiums, digital platforms, broadcast environments, and official promotional materials at every Rugby World Cup event.
Match officials will continue to serve as “Emirates World Rugby Match Officials”, wearing the airline’s Fly Better kit at every international fixture, including the Six Nations, Rugby Championship, British & Irish Lions Tours and Women’s July & Autumn Internationals. Emirates’ logo will also remain visible in all Television Match Official (TMO) booths during World Cup tournaments.
Sir Tim Clark, President of Emirates Airline, said the renewed partnership highlights the airline’s long-term commitment to the sport: “Since 2007, Emirates has been a proud partner of World Rugby, and this ten-year extension, our longest yet, demonstrates our shared commitment. Rugby reflects our core values: integrity, teamwork, and connecting people across borders. We will continue flying fans from around the world to experience these tournaments live and inspiring the next generation of players and supporters.”
World Rugby Chief Executive Alan Gilpin praised Emirates’ role in the global growth of rugby: “Emirates has been a cornerstone of rugby’s worldwide development for well over two decades. Their continued support from Rugby World Cups to the crucial work of our match officials has strengthened the sport at every level. This extended partnership reflects our shared ambition to expand rugby’s reach and shape a new era for the game.”
The agreement will also expand collaboration on grassroots and community rugby initiatives across key markets served by Emirates, supporting the airline’s broader commitment to connecting global communities.
Emirates’ involvement with rugby began in 1987 with the Emirates Dubai Sevens. Since then, the airline has sponsored multiple Rugby World Cups and became the first brand to appear on the kits of World Rugby match officials. Its extended role in the next two Women’s Rugby World Cups further reinforces its commitment to advancing women’s sport and supporting female athletes from grassroots to elite competition.
Emirates remains one of the largest commercial supporters of rugby worldwide. Alongside its long-standing relationship with World Rugby, the airline is Premier Partner and Official Airline Partner of European Professional Club Rugby (EPCR), backing the Investec Champions Cup and Challenge Cup. It also supports Asia Rugby, the UAE Rugby Federation, and serves as title sponsor of the Emirates Dubai Sevens and Cape Town Sevens.
The airline owns and operates The Sevens Stadium in Dubai, a world-class venue supporting elite tournaments and community rugby programmes, and works closely with the Dubai Hurricanes to promote local participation.
Beyond rugby, Emirates’ global sponsorship portfolio spans football, cricket, tennis, sailing, golf, cycling, basketball and horse racing. The airline’s Fly Better branding features on the shirts of leading football clubs including Arsenal, Real Madrid, AC Milan, Benfica and Olympique Lyonnais, and Emirates also serves as Platinum Partner to FC Bayern Munich.
From Wimbledon to the ICC’s major cricket events and the Dubai World Cup in horse racing, Emirates continues to connect millions of fans worldwide through shared sporting experiences.
