Building on a collaboration that spans nearly two decades with World Rugby, Emirates’ renewed involvement in the Women’s Rugby World Cup aligns perfectly with its broader sports branding aspirations. The airline’s sponsorship portfolio includes prestigious events such as six consecutive Rugby World Cups from 2007 to 2027, the Emirates Dubai 7s, and the Cape Town 7s, establishing Emirates as both a prominent contributor and a global ambassador for rugby. This latest partnership specifically highlights Emirates’ support for the development and recognition of women officials in rugby, an area critical for fostering excellence and gender equity in pinnacle competitions.
The emblematic Emirates ‘Fly Better’ kit will be worn by World Rugby Match Officials throughout all 32 matches scheduled across eight venues in England between August 22 and September 27, 2025. This conspicuous branding offers Emirates extensive marketing visibility while underscoring the airline’s commitment to upholding match officiating standards at the highest level.
This partnership’s integrated brand strategy provides Emirates with significant exposure across the Women’s Rugby World Cup’s digital and social channels, on-site activations, and in-stadium branding at every venue. These opportunities enable Emirates to connect with a passionate and expanding fan base, further strengthening its brand positioning as a leader in global sports sponsorships.
Sir Tim Clark, President of Emirates Airline, emphasized the strategic value of this collaboration: “Women’s rugby is flourishing globally, and Emirates’ significant investment expands our presence and supports rugby’s growth. Making the sport accessible to everyone is part of our commitment to creating long-lasting impact, stronger connections with fans and unlocking possibilities through the power of sport.” His statement encapsulates Emirates’ holistic marketing approach that goes beyond mere visibility, aiming to create meaningful engagement and community impact.
The Women’s Rugby World Cup 2025 promises to be an unprecedented celebration of women’s sport. It features 16 national teams competing in England at eight iconic locations, including the opening match at Sunderland’s Stadium of Light and the highly anticipated final at Twickenham Stadium. The tournament aims to break records for attendance and viewership, building on the momentum of recent growth in women’s rugby worldwide.
The event’s format encourages accessibility and regional participation, fostering new fans and inspiring future generations of players. It also emphasizes the empowerment of women within the sport and beyond, aligning with Emirates’ sponsorship ethos and broader support for women’s sports through its global partnerships across tennis, rugby, and football.
Emirates’ commitment to sponsoring the Women’s Rugby World Cup extends beyond commercial objectives. The airline actively supports initiatives that promote gender equity and the advancement of women in sports. By investing in match officials’ development, Emirates contributes to increasing female representation and professionalism in rugby officiating, a vital component in shaping the sport’s inclusive future.
Michel Poussau, Chief Revenue Officer at World Rugby, highlighted the importance of Emirates’ ongoing partnership: “Their continued commitment to supporting our match officials plays a crucial role in upholding excellence on the field. This partnership reflects not only our shared values but also our collective ambition to elevate rugby on the global stage.”
Emirates’ role as an Official Partner of the Women’s Rugby World Cup England 2025 exemplifies a sophisticated brand strategy and sports branding approach that leverages sponsorships to foster both commercial success and social impact. Through a comprehensive marketing framework encompassing digital innovation, in-stadium presence, and community engagement, Emirates fortifies its reputation as a visionary leader in global sports sponsorships.
This enduring partnership is set to enhance the visibility of women’s rugby, inspire fans globally, and contribute to the sport’s sustainable growth while bolstering Emirates’ position as a premium sports brand committed to excellence and inclusivity.
Sources: Emirates Media Centre, World Rugby, Sport Industry Group, Rugby World Cup Official Website, Rugby Asia 247, SportMint Media, Arab News
