Emirates partners with European Professional Club Rugby for major tournament sponsorship

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Emirates partners with European Professional Club Rugby for major tournament sponsorship

Policy

Adel Ahmad Al Redha Deputy President & Chief Operations Officer | Emirates Airline

By Sky Industry News

Jun 3, 2025

Emirates has announced a multi-year partnership with European Professional Club Rugby (EPCR), becoming the Premium Partner and Official Airline Partner of the Investec Champions Cup and EPCR Challenge Cup. This collaboration enhances Emirates' extensive global sponsorship in rugby, reinforcing its status as a significant supporter of the sport.

The partnership will allow Emirates to expand its presence across these premier tournaments, which feature elite clubs from Europe and South Africa. This move aims to connect with over 70 million rugby fans worldwide and promote rugby's development globally. Emirates also plans to support local initiatives for young athletes, contributing positively both on and off the field.

Adnan Kazim, Deputy President & Chief Commercial Officer at Emirates, stated: "Emirates is proud of our deep roots in rugby, and partnering with European Professional Club Rugby was a natural next step for us showcase the brand and drive engagement with loyal fanbases around the world during the most prestigious club competitions."

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Dominic McKay, Chairman of EPCR, expressed his enthusiasm: “All of us at EPCR are delighted Emirates is joining our partnership family as a Premium Partner. Emirates has a long and significant heritage in rugby and their status and commitment is enhanced by partnering with club rugby's most prestigious tournaments.”

As part of this partnership, Emirates will receive substantial marketing exposure through branding at matches, semi-finals, finals, digital platforms, and more. The airline's cabin crew will be present at games and final ceremonies. The "Fly Better" branding will appear on EPCR Match Official Kits worn by referees.

Emirates has been involved in rugby since 1987, supporting various tournaments including six consecutive Rugby World Cups. The airline operates flights to 42 cities in Europe and three gateways in South Africa using its fleet of A380s, A350s, and Boeing 777s.

For further details about this partnership or other initiatives by Emirates, visit emirates.com.