World Rugby and Emirates have announced a landmark multi tournament partnership, the biggest, longest and most wide ranging in the governing body’s history, strengthening a long-standing and globally recognisable relationship that will run across rugby’s premier events through to at least 2035.
The renewal cements Emirates as a World Rugby Platinum Partner and Principal Partner of the men’s and women’s Rugby World Cups for the next decade, extending a relationship that has been central to the sport’s rise on the global stage. It represents a powerful endorsement of rugby’s commercial strength and its growing appeal as the sport accelerates its reach into new and strategically important markets, including the United States.
The expanded agreement covers every Rugby World Cup through 2035, including the Men’s and Women’s Rugby World Cups in Australia in 2027 and 2029, the 2031 and 2033 editions in the United States, and the men’s Rugby World Cup 2035, which is already attracting strong early interest from prospective hosts. The deal also includes all global qualifying events, embedding Emirates across the full performance pathway.
With women’s rugby playing a leading role in the reach and impact of the global game following a game-changing Rugby World Cup 2025, Emirates becomes Principal Partner of the Women’s Rugby World Cup, an emphatic endorsement of the rapid rise, increasing influence and accelerating commercial value of the women’s game. This commitment reflects a shared ambition to elevate women’s rugby globally and champion the athletes driving its growth.
Emirates’ iconic “Fly Better” branding will continue to feature on all match officials at Rugby World Cups and international fixtures, amplifying visibility while supporting joint efforts to inform and engage fans through digital channels.
World Rugby Chief Executive Alan Gilpin said: “The landmark deal is more than a record renewal – it is a major statement of belief in rugby’s global potential. Emirates recognises the sport’s power to unite and inspire fans worldwide, and this long-term commitment underscores the escalating value of Rugby World Cups and the confidence world-leading partners have in rugby’s trajectory.
“Emirates has been a cornerstone of rugby’s international growth for more than two decades, and we are proud to extend this partnership through to 2035. Since 2007, their support, from Rugby World Cups to the essential work of match officials, has been instrumental in advancing the game. Together, we will continue to inspire new generations of fans and expand rugby’s footprint around the world.”
World Rugby Chief Revenue Officer Michel Poussau added: “Our partnership with Emirates is one of the most recognisable in sport and we are proud of what we have achieved together since 2007. We are excited about beginning a new chapter in the relationship, championing our iconic Rugby World Cups and growing the game more broadly around the world, as we enter a very exciting new era.”
President Tim Clark added: “Since 2007, Emirates has been a proud partner of World Rugby, and this ten-year extension, our longest yet, demonstrates our shared commitment. The sport reflects our core values: integrity, teamwork, and bringing people together across borders. Rugby continues to grow worldwide, and we’re committed to amplifying that momentum by flying fans from every corner of the world to experience these tournaments live. Together with World Rugby, we’ll honour our shared legacy while opening new opportunities and inspiring the next generation to embrace the sport.”
A Partnership Like No Other
Emirates’ partnership with rugby is the airline’s longest-running sponsorship, beginning in 1987 as the title sponsor of the Emirates Airline Dubai Rugby Sevens. Since joining as an official Rugby World Cup sponsor in 2007, Emirates has played a pivotal role in elevating the sport’s global profile, serving as a worldwide partner for the 2011, 2015, 2019, and 2023 men’s tournaments and Women’s Rugby World Cup 2025. This new deal sets a new benchmark for sports partnerships, confirming rugby’s status as a premier global sport and Emirates’ place at its heart.
