emirates7 - Emirates has announced a new multi-year agreement with European Professional Club Rugby (EPCR), becoming the Premium Partner and Official Airline Partner of both the Investec Champions Cup and EPCR Challenge Cup.
This latest partnership strengthens Emirates’ extensive global rugby sponsorship portfolio and further establishes the airline as a leading supporter of the sport. By aligning with EPCR, Emirates will expand its visibility across two of the top European and South African club competitions, connecting with more than 70 million dedicated rugby fans worldwide. The partnership also emphasizes a shared commitment to growing the sport globally and boosting fan engagement, including efforts to uplift local communities and nurture future rugby talent through grassroots programs.
This collaboration marks another step in Emirates’ long-standing support for rugby, which spans from community-level initiatives in the UAE to its sponsorship of six consecutive Rugby World Cup tournaments.
The Investec Champions Cup and EPCR Challenge Cup feature 42 elite clubs from countries including England, France, Georgia, Italy, Ireland, Scotland, South Africa, and Wales, competing each season for the top title in professional club rugby.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, said the partnership with EPCR was a natural progression for the airline, enhancing its brand presence and engaging with rugby’s passionate global fan base. He highlighted the airline’s intention to also back youth-focused programs that lasting impact both on and off the field.
EPCR Chairman Dominic McKay welcomed Emirates to the EPCR family, praising the airline’s deep roots in the sport and its dedication to rugby’s future. He noted that the collaboration would expand the global reach of EPCR’s tournaments, and aligned well with EPCR’s sustainability initiative, impACT, which aims to grow the game while supporting environmental and community-focused goals.
This latest partnership strengthens Emirates’ extensive global rugby sponsorship portfolio and further establishes the airline as a leading supporter of the sport. By aligning with EPCR, Emirates will expand its visibility across two of the top European and South African club competitions, connecting with more than 70 million dedicated rugby fans worldwide. The partnership also emphasizes a shared commitment to growing the sport globally and boosting fan engagement, including efforts to uplift local communities and nurture future rugby talent through grassroots programs.
This collaboration marks another step in Emirates’ long-standing support for rugby, which spans from community-level initiatives in the UAE to its sponsorship of six consecutive Rugby World Cup tournaments.
The Investec Champions Cup and EPCR Challenge Cup feature 42 elite clubs from countries including England, France, Georgia, Italy, Ireland, Scotland, South Africa, and Wales, competing each season for the top title in professional club rugby.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, said the partnership with EPCR was a natural progression for the airline, enhancing its brand presence and engaging with rugby’s passionate global fan base. He highlighted the airline’s intention to also back youth-focused programs that lasting impact both on and off the field.
EPCR Chairman Dominic McKay welcomed Emirates to the EPCR family, praising the airline’s deep roots in the sport and its dedication to rugby’s future. He noted that the collaboration would expand the global reach of EPCR’s tournaments, and aligned well with EPCR’s sustainability initiative, impACT, which aims to grow the game while supporting environmental and community-focused goals.