Emirates announced a multi-year partnership as the Title Sponsor of Asia Rugby. This collaboration aims to broaden the sport’s appeal and reach untapped markets across 36 countries.
As part of this sponsorship, Emirates will help fund and promote various 7s and 15s series tournaments, including the Asia Rugby Championships.
As part of this agreement, Emirates will serve as the title sponsor for a wide range of Asia Rugby tournaments and competitions, including the Asia Rugby Men’s and Women’s Championships, the Asia Rugby Sevens Series, and several age-grade tournaments across various age groups. These competitions pave the way for participation in prestigious regional and global events like the Rugby World Cup, Rugby World Cup Sevens, Olympic Games, Asian Games, HSBC SVNS Series, and the World Rugby Sevens Challenger Series.
Emirates’ distinctive “Fly Better” branding will be prominently displayed on match officials’ jerseys, match balls, support staff bibs, post pads, and stadium signage, among other promotional elements, across 21 tournaments over the next three years.
Emirates will make its presence felt at the Asia Rugby Emirates Sevens Series Men’s and Women’s Round 2, the first of more than 20 tournaments, starting on 21 September 2024 in Hangzhou, China. This event will showcase the top eight men’s and women’s teams competing for rankings ahead of the final round in Bangkok, Thailand, in November.
Sir Tim Clark, President Emirates Airline said, “Emirates has a long history of supporting rugby, dating back to our early days as an airline. Since then, we’ve deepened our presence within the sport across every level, from supporting global organisations and tournaments like World Rugby and five consecutive Rugby World Cups, and the global 7s series, to headlining the Emirates Dubai 7s and growing the footprint of the UAE Rugby Federation. We’re particularly proud to extend our support to Asia Rugby to take the sport into new markets and boost its appeal, as well as open untapped possibilities for younger athletes to develop their skills and realise their full potential. And this is just the start. We will continue to harness the power of grassroots sporting activities that forge strong bonds with the communities we serve to meaningfully contribute to their growth and resilience.”
His Excellency Qais Al-Dhalai, Asia Rugby President said, “I am delighted to welcome Emirates as the Title Sponsor of Asia Rugby. This partnership marks a significant milestone in our mission to expand the reach and impact of rugby across our 36 members and across Asia. With Emirates’ support, we are poised to bring the excitement and values of rugby to a new generation of athletes and fans. Our growing reputation for reliability, credibility and professionalism has given Emirates the confidence to associate their brand with ours. With the UAE serving as the headquarters of Asia Rugby, this partnership with Emirates feels like a perfect synergy. The UAE has become a centre for rugby activities, providing a strategic base to coordinate and grow the sport across the continent. Emirates is synonymous with premier rugby events globally, and this collaboration is set to elevate the sport’s profile across Asia.”
He continued, “In the last five years, we have established Asia Rugby as a brand with more tournaments and increased the reach of our social media with all our events live streamed, to bring rugby to Asia. Our shared goal is to empower athletes, build a robust talent pipeline, and cultivate a passionate fanbase that will sustain the sport for years to come.”
Asia Rugby, the regional governing body of World Rugby, is headquartered in Dubai and represents 36 member unions across the continent, including nations such as China, India, Indonesia, Sri Lanka, Bangladesh, Malaysia, Thailand, and Japan. The organization hosts a mix of Sevens and Fifteens competitions for men and women across different age categories, including U18 and U20 levels.
With Asia comprising 60% of the world’s population and 80% of its youth, the opportunity to foster a new generation of rugby talent and strengthen the sport’s grassroots presence aligns perfectly with Emirates’ shared goal with Asia Rugby to empower athletes from the ground up.
Globally, Emirates is a major supporter of rugby, having sponsored the Rugby World Cup (RWC) since 2007 and becoming a worldwide partner in 2011. The airline also sponsors the jerseys of World Rugby’s Match Officials, who proudly wear the Emirates “Fly Better” kits on the field. Emirates’ rugby sponsorships extend to the South African Emirates Lions and their home ground, Emirates Airline Park.
At its Dubai home base, Emirates has been a key partner in the growth of The Emirates Dubai 7s tournament, which has been running for over 50 years. Emirates first partnered with the event in 1987, helping it grow into the largest sports event in the region, attracting over 100,000 fans annually. Additionally, Emirates’ long-standing sponsorship of the Dubai Hurricanes Rugby Club underscores its commitment to developing the sport and engaging youth in the UAE.
In October last year, Emirates renewed its partnership with the UAE Rugby Federation (UAERF) as the title sponsor and official airline until 2026. The sponsorship covers the UAE national 15s and 7s teams (both men’s and women’s), including the all-Emirati Shaheen and Al Maha teams.
