Emirates and World Rugby have renewed and expanded their partnership for another decade, cementing one of the longest-running and most significant sports sponsorships in rugby history. The Dubai-based airline will serve as the World Rugby Platinum Partner and Principal Partner of every Rugby World Cup through 2035, including both men’s and women’s tournaments. This multi-tournament, multi-event agreement is described as the biggest, longest, and most wide-ranging in the governing body's history, underscoring Emirates' deep, enduring commitment to the sport and the global rugby community.
This landmark partnership extension covers the men’s and women’s Rugby World Cups in Australia in 2027 and 2029, the United States in 2031 and 2033, and the men’s 2035 Rugby World Cup, which is already generating strong interest for host bidding. Additionally, the agreement includes sponsorship of all global qualifying events, embedding Emirates’ presence across the full performance pathway from grassroots to elite competitions.
With women’s rugby rapidly growing in prominence and popularity following the game-changing Rugby World Cup in 2025, Emirates has taken the role of Principal Partner of the Women’s Rugby World Cup, reflecting a shared ambition to elevate the sport internationally and champion female athletes. The airline’s iconic “Fly Better” branding will continue to feature prominently on match officials’ kits at Rugby World Cups and international fixtures, as well as in Television Match Official booths, pitch-side branding, and digital channels, fully engaging a global audience of passionate rugby fans.
Emirates first began its association with rugby in 1987 as the title sponsor of the Emirates Airline Dubai Rugby Sevens, making rugby the airline’s longest-running sports sponsorship. Since joining as an official Rugby World Cup sponsor in 2007, Emirates has played a pivotal role in raising rugby’s global profile through sustained support at multiple World Cups and ongoing backing of match officials, whose kits uniquely carry the Emirates “Fly Better” logo. This extensive sponsorship portfolio exemplifies Emirates’ commitment to sports marketing and event sponsorships that resonate with fans worldwide.
Beyond rugby, Emirates boasts an influential portfolio across various global sports including football, cricket, tennis, golf, and motorsport. Football partnerships include Arsenal FC, Real Madrid, AC Milan, and Bayern Munich, while cricket, tennis Grand Slams, Premier golf tours, and world-class motorsport elevate the airline’s brand presence through strategic global sports sponsorships and event activations. This expansive approach demonstrates Emirates’ expertise in sports marketing and event sponsorships, connecting millions through shared sporting moments.
World Rugby’s Chief Executive Alan Gilpin described the deal as more than a record renewal but a major statement of belief in rugby’s growing global potential. He emphasized that Emirates’ sponsorship reflects rugby’s power to unite and inspire fans worldwide and underlines the escalating value of Rugby World Cups in the eyes of world-leading partners. Sir Tim Clark, Emirates Airline President, highlighted how the sport’s core values mirror Emirates’ own principles of integrity, teamwork, and global connectivity, reaffirming the airline’s commitment to amplifying rugby's momentum and broadening fan engagement through sports sponsorships.
The partnership also extends beyond commercial interests, enabling collaboration on community engagement initiatives and grassroots development programs across Emirates’ key markets. This dual focus on premier events and community involvement characterizes a modern approach to sports sponsorship and marketing, where brand activations build long-term loyalty and deepen the sport’s cultural impact.
The Rugby World Cup is one of the world’s premier global sporting events, bringing together nations and fans with high emotion, fierce competition, and cross-cultural celebration. Each tournament garners massive worldwide viewership and on-site attendance, making it a prime target for event sponsorships by brands like Emirates seeking high visibility and meaningful fan interactions. The inclusion of both men’s and women’s events in this partnership aligns with growing trends toward inclusivity and promotes equal prominence for women’s sports in the sponsorship landscape.
Based in Dubai, Emirates leverages its vast network and global reach to uniquely position itself as a sports marketer involved in event sponsorships at multiple levels—from local rugby initiatives like the Dubai Sevens to major international competitions. This blend of local involvement and global vision reinforces Emirates’ stature as a leader in sports marketing within the Middle East and showcases how strategic sponsorships can dovetail with brand values and international business goals.
The renewed Emirates and World Rugby partnership sets new standards for longevity, scope, and impact in sports sponsorships within rugby and sports marketing more broadly. It highlights how event sponsorships and partnerships integrated across men’s and women’s tournaments, grassroots development, and global fan engagement can elevate both the sport and the sponsor’s brand. Emirates' decade-long commitment through 2035 will continue to drive rugby’s expansion and inspire new generations, making this sponsorship one of the marquee examples of successful sports marketing and event sponsorships.
Sources: Emirates, World Rugby, SportsPro, Sports Tourism News.
