Emirates Extends World Rugby Deal in Historic 10-Year Renewal

Emirates and World Rugby have renewed their long-standing partnership for another decade, extending their collaboration through 2035 in what has become one of the sport’s most durable global alliances. The new agreement positions Emirates as the first organisation in World Rugby’s history to hold the title of Platinum Partner, strengthening a relationship that has shaped international rugby for nearly two decades.

The renewed deal ensures Emirates will continue as Principal Partner of the Men’s Rugby World Cups in 2027, 2031, and 2035, as well as the Women’s Rugby World Cups set for 2029 and 2033. With events spanning Australia and the United States, the airline’s presence will remain prominent across some of the sport’s most-watched tournaments.

Under the partnership, Emirates will retain pitch-side visibility at every Rugby World Cup event, alongside extensive placement across World Rugby’s digital channels and promotional materials. Dedicated digital activations will allow the airline to reach millions of fans worldwide, reinforcing its global identity across rugby’s expanding online audience.

Referees and match officials at major international tournaments will continue to appear as “Emirates World Rugby Match Officials,” wearing the airline’s signature ‘fly better’ kit. This includes officiating teams at the Six Nations, Women’s international fixtures, the Rugby Championship, and British & Irish Lions Tours. Emirates branding will also remain visible inside Television Match Official booths during Rugby World Cups.

Beyond elite competitions, the renewed partnership includes plans to broaden community and grassroots engagement across key regions in the Emirates network. These initiatives aim to build participation pathways and support rugby development at the local level.

Emirates’ history with rugby dates back to 1987, beginning with its title sponsorship of the Emirates Dubai Sevens. Over the years, the airline has supported Rugby World Cups, international referees, and major sevens tournaments, becoming one of the sport’s most influential commercial partners. Its investment has also played a pivotal role in elevating women’s rugby, particularly through backing upcoming Women’s Rugby World Cup editions.

Today, Emirates’ rugby footprint spans multiple continents through partnerships with EPCR, Asia Rugby, the UAE Rugby Federation, and top-tier sevens events in Dubai and Cape Town. The airline also owns The Sevens Stadium in Dubai, which hosts international tournaments and serves as a development hub for youth and amateur clubs, including its long-term support for the Dubai Hurricanes.

Rugby remains a key pillar in Emirates’ wider sponsorship portfolio, which includes world-leading partnerships in football, tennis, horse racing, golf, cricket, cycling, and sailing. Its global “fly better” branding continues to connect fans through sport, culture, and major international events.

With this renewed decade-long commitment, Emirates and World Rugby move into a new chapter—one that reinforces their shared role in supporting the sport’s growth, visibility, and global community for years to come.