Emirates, a prominent name in the world of rugby sponsorship, has taken its commitment to the sport to new heights by becoming the Title Sponsor of Asia Rugby. This multi-year partnership marks a significant step forward in promoting rugby across the continent and fostering its growth in emerging markets.
Through this collaboration, Emirates will empower Asia Rugby to invest in and organize various tournaments, including the Asia Rugby Men’s and Women’s Championships, the Asia Rugby Sevens Series, and age-grade tournaments across different age groups. These events will witness the participation of teams from 36 countries throughout Asia, providing a platform for athletes to showcase their skills and compete for a chance to represent their nations on the global stage.
Sir Tim Clark, President of Emirates Airline, emphasized the airline’s long-standing dedication to rugby, highlighting their support for organizations like World Rugby, various Rugby World Cups, the global 7s series, and the Emirates Dubai 7s. He expressed pride in extending their support to Asia Rugby, aiming to introduce the sport to new markets and unlock potential for young athletes.
His Excellency Qais Al-Dhalai, Asia Rugby President, echoed this sentiment, emphasizing the significance of this partnership in expanding rugby’s reach across Asia. He highlighted Emirates’ reputation for reliability and professionalism, making it an ideal partner for Asia Rugby’s mission to cultivate a new generation of rugby enthusiasts.
The partnership is a natural fit, with the UAE serving as the headquarters of Asia Rugby and Emirates being a major force in promoting rugby globally. This collaboration is poised to elevate the sport’s profile in Asia, creating a platform for growth and development.
As part of the agreement, Emirates branding will be prominently displayed at various Asia Rugby tournaments, including match officials’ jerseys, match balls, and stadium signage. Emirates will also make its presence felt at the Asia Rugby Emirates Sevens Series Men’s and Women’s Round 2 in Hangzhou, China, the first of over 20 tournaments over the next three years. This event will feature the top eight men’s and women’s teams vying for rankings ahead of the final round in Bangkok, Thailand.
With Asia home to 60% of the world’s population and 80% of its youth, the opportunity to nurture a new generation of rugby talent is significant. Emirates and Asia Rugby share a vision of empowering athletes from the ground up, fostering a passionate fanbase, and ensuring the sport’s sustainability for years to come.
Beyond this specific partnership, Emirates has a rich history of supporting rugby. The airline has been a sponsor of the Rugby World Cup since 2007 and a worldwide partner since 2011. Emirates also proudly sponsors the jerseys of World Rugby’s Match Officials and has long-standing partnerships with the South African Emirates Lions and their home ground, Emirates Airline Park.
At its Dubai home base, Emirates has played a vital role in the growth of The Emirates Dubai 7s tournament, attracting over 100,000 fans annually. Emirates’ commitment to rugby also extends to the Dubai Hurricanes Rugby Club, demonstrating their dedication to youth development in the UAE.
In October 2023, Emirates renewed its partnership with the UAE Rugby Federation (UAERF) as the title sponsor and official airline until 2026. This sponsorship encompasses the UAE national 15s and 7s teams, including the all-Emirati Shaheen and Al Maha teams, showcasing Emirates’ commitment to supporting rugby at all levels.
This partnership between Emirates and Asia Rugby promises to be a game-changer for the sport in Asia, opening up new opportunities for athletes, fans, and the entire rugby community.
