Emirates commits support to Asia Rugby to broaden reach and appeal of sport in 36 countries

Emirates has announced a new multi-year partnership as the Title Sponsor of Asia Rugby, furthering its commitment to growing the sport in untapped markets across Asia. The partnership will enable Asia Rugby to stage various 7s and 15s tournaments, as well as Asia Rugby Championships, spanning 36 countries.

Sir Tim Clark, President of Emirates Airline, said, “Emirates has a long history of supporting rugby, and this partnership will help expand the sport’s reach and create opportunities for young athletes.”

Qais Al-Dhalai, Asia Rugby President, highlighted the synergy between Emirates and Asia Rugby, with the UAE serving as a strategic base for the sport’s growth across the continent.

As part of the deal, Emirates’ branding will feature across 21 tournaments over three years, including the Asia Rugby Men’s and Women’s Championships, Sevens Series, and youth competitions. The airline’s involvement will begin with the Asia Rugby Emirates Sevens Series in Hangzhou, China, in September.

Emirates has been a major supporter of rugby globally, sponsoring the Rugby World Cup, Dubai 7s, and the South African Emirates Lions. This partnership aims to strengthen rugby’s presence in Asia, home to 60% of the world’s population, aligning with Emirates’ goal to empower athletes and foster a passionate fanbase.

Emirates has been sponsoring Rugby World Cup (RWC) since 2007 and in 2011, became RWC’s worldwide partner, further cementing the airline as one of the world’s biggest supporters of the sport of rugby. The airline also sponsors the jerseys of World Rugby’s Match Officials who take to the field in their Emirates ‘Fly Better’ kits. Emirates’ strong rugby partnerships also extend to the South African Emirates Lions and their home venue, Emirates Airline Park.