Emirates has announced a major new multi-year partnership with European Professional Club Rugby, becoming the Premium Partner and Official Airline Partner of the Investec Champions Cup and EPCR Challenge Cup.
The deal, revealed yesterday in Dubai, marks a significant expansion of Emirates’ global rugby portfolio, which already includes six consecutive Rugby World Cups and support for over 30 teams, tournaments, and leagues worldwide.
The airline’s latest move reinforces its role as one of the sport’s most prominent global backers.
As part of the agreement, Emirates will gain extensive branding rights across both EPCR competitions — which feature 42 top clubs from eight countries including Ireland, England, France, Italy, South Africa, and Wales. Irish teams Leinster, Munster, Ulster, and Connacht are regular participants and title contenders in both tournaments, with Lainster and Munster in next season’s Champions Cup, and Ulster and Connacht in the Challenge Cup.
The partnership includes in-stadium branding at all matches, including the semi-finals and finals, and the airline’s “Fly Better” slogan will appear on the kits of match officials throughout the season.
Emirates’ cabin crew will take part in pre-match and medal presentation ceremonies, while fans can expect activations at match venues and Champions Rugby Villages, attended by over 1.5 million supporters annually.
Adnan Kazim, Emirates Deputy President and Chief Commercial Officer, said the partnership builds on the airline’s strong roots in rugby.
“We’re proud to align with EPCR’s prestigious tournaments. This partnership will bring the Emirates brand to rugby fans across the world while also supporting community outreach and development through local initiatives for young athletes.”
EPCR Chairman Dominic McKay welcomed Emirates to the rugby family.
“Emirates brings a proven global track record in rugby sponsorship. Their involvement with EPCR will help us grow the Investec Champions Cup and Challenge Cup’s reach and engagement around the world.”
In addition to marketing rights and hospitality, the partnership will also focus on grassroots development, with youth rugby clinics planned in key cities across Europe and South Africa before the end of 2025.
Emirates currently serves 42 destinations across Europe — including Dublin — and operates three routes in South Africa using a fleet of A380, A350, and Boeing 777 aircraft.
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With talk of breakaway Rugby Leagues it is an important step to continue surroundin the pillars of the sport with major partnerships. Emirates here and Qatar Airways with the URC and the Lions are testament to the global appeal.
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