Emirates Becomes Premium Partner & Airline of EPCR Rugby Cups

Photo: WAM

Emirates and European Professional Club Rugby (EPCR) have announced a new multi-year partnership. Emirates will be the Premium Partner and Official Airline for the Investec Champions Cup and the EPCR Challenge Cup. This deal adds to Emirates’ strong history of supporting rugby worldwide and shows their commitment to the sport.

By joining EPCR, Emirates will increase its presence in these top European and South African rugby tournaments. These competitions feature 42 clubs from countries like England, France, Ireland, South Africa, and more and attract over 70 million passionate rugby fans globally. Together, Emirates and EPCR will work to make these tournaments even more exciting for fans and support local programs that help young players grow and develop.

This sponsorship is part of Emirates’ ongoing dedication to rugby at every level — from local grassroots efforts in the UAE to the biggest events in the sport, including six Rugby World Cups in a row.

Adnan Kazim, Emirates’ Deputy President & Chief Commercial Officer, said, “We are proud of our strong connection to rugby. Partnering with EPCR is a natural step to grow our brand and connect with fans during these top club competitions. We’re also excited to support youth rugby programs that will have a positive impact on and off the field.”

Dominic McKay, Chairman of EPCR, added, “We’re thrilled to welcome Emirates to our family. Their long history with rugby and this new five-year partnership will bring our tournaments to even more fans worldwide.”

As part of this partnership, Emirates will get lots of marketing benefits, including branding inside stadiums during all matches, semi-finals, and finals. Emirates cabin crew will appear on the pitch before games and during medal ceremonies. The airline’s “Fly Better” logo will also be seen on the referees’ kits—a unique idea first introduced by Emirates and now used in many sports.

Emirates will also team up with EPCR to create fun activities at stadiums for the 1.5 million fans attending games each season. Their branding will be visible across EPCR’s digital and social media platforms, and they’ll collaborate with famous current and former players to make co-branded merchandise. Emirates will also enjoy premium hospitality and tickets, among other exclusive perks.