Last week, Emirates and World Rugby announced the extension of their long partnership as a Rugby World Cup Worldwide Partner. 

The renewed agreement between the two parties extends Emirates’ tenure as a Worldwide Partner of the 2023 World Cup in France and 2027 World Cup in Australia.

Further details

On 27 July, Emirates announced that it has successfully extended its relationship with the Rugby World Cup. The UAE flag carrier will act as a Worldwide Partner of the rugby union tournament (hosted by the sport’s international governing body World Rugby) over the next two installments of the event in 2023 and 2027.

The UAE heavyweight is also extending its official sponsorship of the Emirates World Rugby Match Officials until 2027. Emirates’ sponsorship of the tournament’s match officials has been crucial to the evolution of elite competition match officials of World Rudby since 2013. 

By renewing as a Worldwide Partner of the World Cup, Emirates joins Societe Generale, Mastercard, Asahi, Capgemini, and Jaguar Land Rover in the global family of Worldwide Partners for Rugby World Cup 2023.

A successful 15-year partnership

Emirates continuing its role as one of the tournament’s Worldwide Partners for the Rugby World Cup in France in 2023 will see the carrier return to where the collaboration between the two parties began in 2007. 

Since then, the airline has been crucial to the development of the sport in emerging and established markets and has become one of the sport’s most prominent and active supporters. Not to mention remaining a committed partner of every men’s Rugby World Cup since 2007 too, building on their productive relationship with World Rugby with every year that passes. Practically the same as a successful marriage! 

Rugby fans flying with Emirates would also benefit from the partnership – fans will be able to catch all the action live and on-demand in-flight.

Speaking of content fans can enjoy, the World Rugby content series ‘Whistle Watch’ is also sponsored by Emirates. The carrier will continue helping the world governing body produce innovative content to “immerse fans into the world of match officials and inspire young referees to pick up the whistle.”

Emirates Rugby World Cup 2015 livery
In 2015, England hosted the Rugby World Cup. Emirates sported this special livery for the occasion as well as giving 100 young fans the opportunity to be Flag Bearers. | © Emirates

In the name of rugby

Elsewhere, World Rugby will continue to invest in the development and support of their match officials. Their referees will also take the field in an Emirates ‘Fly Better’ Macron kit when officiating in test rugby, honourably continuing a long tradition that started in 2013. 

Chairman Sir Bill Beaumont commented on the extension of its successful partnership with Emirates:

“We are delighted to announce the extension of our long-term and successful collaboration with Emirates for the next two men’s Rugby World Cups and in support of our men’s and women’s match officials programme. Emirates’ global network and passion for our sport will be key in our efforts to make rugby truly global and their proven excellence in customer experience will be an asset to take our fan services to the next level.” 

World Rugby Emirates x Macron match officials kit
In January this year, World Rugby signed a deal with apparel supplier Macron to produce the Emirates Match Officials kit. | © World Rugby

Emirates Airline President Sir Tim Clark added to Beaumont’s positive sentiments and discussed the importance of continuing to build on the popularity the sport is gaining:

“Rugby is a sport with great values and a proud heritage in many countries. It is also a sport that’s attracting more participation and interest across communities each year as we are seeing in the UAE where rugby just made it into school programmes nationwide.”

Clark continued, focusing on the airline’s perspective:

“Emirates has been a proud sponsor of Rugby World Cup since 2007. France 2023 also coincides with Emirates’ 30 years of flight operations to Paris, Charles de Gaulle and considering we now have 31 weekly flights to France, Emirates is looking forward to flying in fans to watch the world’s best teams competing for the Webb Ellis Cup.”

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