World Rugby and Emirates sign record breaking partnership extension

World Rugby and Emirates have signed a multi tournament partnership, the longest and most wide ranging in the governing body’s history, strengthening a 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. It represents an  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.  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’ “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.”