World Rugby and Emirates have confirmed a historic multi-tournament commercial partnership that will extend across the next decade. And beyond, marking the largest, longest, and most comprehensive sponsorship agreement ever secured by the sport’s global governing body ahead of the Rugby World Cup 2027.
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The renewed alliance significantly strengthens a relationship that has been in place for more than 20 years. And is now guaranteed to run through to at least 2035. Under the new terms, Emirates retains its status as a Platinum Partner of the Rugby World Cup while also continuing as the Principal Partner of both the men’s and women’s Rugby World Cups.
The latest agreement ensures the airline’s branding and commercial presence will remain central to rugby’s biggest global events. As the sport enters a new phase of growth and geographic expansion. The expanded deal covers every Rugby World Cup staged through 2035. Including the men’s and women’s tournaments in Australia in 2027 and 2029, the 2031 and 2033 editions in the United States.
The men’s Rugby World Cup in 2035 is already generating significant early interest from potential host nations. Crucially, the agreement also extends to all global qualification tournaments, embedding Emirates across the entire international performance pathway, from emerging nations to the sport’s elite stage.
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Alliance Enters New Phase Ahead of Rugby World Cup
The men’s tournament in Australia in 2027, officially the Rugby World Cup 2027. Is expected to be one of the most commercially significant editions in history. With women’s rugby now playing a central role in expanding the sport’s global footprint following the transformative impact of Rugby World Cup 2025, Emirates has also been confirmed as the Principal Partner of the Rugby World Cup.
The move reflects a shared vow between the two organizations to accelerate the growth of the women’s game. Improve visibility for elite athletes, and attract new audiences across regions where women’s rugby is emerging as a major sporting force. Emirates’ globally known Fly Better branding will continue to appear on match officials’ kits at all Rugby World Cups and selected international fixtures.
This visibility not only strengthens the airline’s worldwide brand profile but also supports joint initiatives aimed at fan visit. Digital innovation, and the use of new media platforms to connect with younger and more diverse audiences. World Rugby chief executive Alan Gilpin described the contract as far more than a standard viable renewal. Calling it a major vote of confidence in the sport’s worldwide future.
He said the long-term nature of the partnership reflects Emirates’ belief in rugby’s unique ability to unite cultures. And communities through elite competition, while also underlining the growing commercial value of Rugby World Cups as global sporting properties. Gilpin added that Emirates has been a driving force behind rugby’s international expansion for more than two decades.
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Rugby World Cup Final: Emirates’ Longstanding Commitment Shapes Global Rugby
Since becoming a Rugby World Cup partner in 2007, the airline’s involvement has stretched from tournament sponsorship to the vital operational support of match officials, playing a key role in modernizing the professional game. He said both organizations now look forward to inspiring future generations of fans and continuing to extend rugby’s reach into new markets.
Emirates President Tim Clark announced that the ten-year extension marks the airline’s longest commitment to rugby to date. Highlighting the strong partnership between Emirates and the Rugby World Cup. He stressed that rugby embodies core values shared by the airline. Integrity, teamwork, and the ability of sport to unite people across cultures and borders. The agreement also reinforces Emirates’ role as a global sponsor of the Rugby World Cup Final.
Clark said that as rugby’s global popularity continues to rise. Emirates is committed to flying supporters from every corner of the world to experience these showcase tournaments in person. He added that the airline and World Rugby will honor their shared history while opening new opportunities for future growth and inspiring the next generation to engage with the sport.
Emirates’ association with rugby dates back to 1987, when it became title sponsor of the Dubai Rugby Sevens, a relationship that helped establish one of the world’s most iconic annual rugby events. Since 2007, the airline has served as an official sponsor and worldwide partner across multiple men’s Rugby World Cups and continues to play a central role in the commercial ecosystem of the sport.
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