Emirates Forms Strategic Partnership With European Professional Club Rugby To Enhance Global Engagement

Emirates has announced a new multi-year partnership with European Professional Club Rugby (EPCR). This agreement makes Emirates the Premium Partner and Official Airline Partner of both the Investec Champions Cup and EPCR Challenge Cup. This collaboration strengthens Emirates' extensive global rugby sponsorship portfolio, highlighting its commitment to supporting rugby worldwide.

The partnership with EPCR is a strategic move for Emirates, enhancing its presence in two major tournaments featuring top clubs from Europe and South Africa. These tournaments connect with over 70 million rugby fans globally. The collaboration aims to boost the appeal of these competitions across Emirates' global network while also supporting local communities to nurture future rugby talent.

Emirates' latest sponsorship reflects its dedication to promoting rugby at all levels. The airline invests in grassroots initiatives in the UAE and supports elite World Rugby competitions, including six consecutive Rugby World Cups. This commitment underscores Emirates' role in fostering the sport's growth and development worldwide.

The Investec Champions Cup and EPCR Challenge Cup feature 42 clubs from countries like England, France, Georgia, Italy, Ireland, Scotland, South Africa, and Wales. These teams compete each season for one of the most prestigious titles in professional club rugby.

Adnan Kazim, Deputy President & Chief Commercial Officer at Emirates, expressed pride in their deep roots in rugby. He stated that partnering with EPCR was a natural progression to showcase the brand and engage with loyal fans during prestigious club competitions. Kazim also highlighted their eagerness to support local initiatives for young athletes that positively impact both on and off the field.

Dominic McKay, Chairman of EPCR, welcomed Emirates as a Premium Partner. He noted that Emirates has a significant heritage in rugby and that their involvement enhances club rugby's most prestigious tournaments. McKay expressed excitement about bringing these tournaments to more audiences worldwide through Emirates' showcases.

Sustainability and Community Projects

As part of their sustainability strategy called impACT, EPCR is committed to ensuring rugby's longevity without harming the planet. This includes supporting young players alongside positive community projects. McKay emphasized their excitement about working with Emirates to bring this vision to life.

This partnership between Emirates and EPCR not only boosts global engagement but also supports sustainable practices within the sport. By nurturing young talent and investing in community projects, they aim to secure a bright future for rugby while maintaining environmental responsibility.

With inputs from WAM