Emirates has announced a major multi-year partnership with European Professional Club Rugby (EPCR), becoming the Premium Partner and Official Airline Partner of the Investec Champions Cup and EPCR Challenge Cup.
The new deal strengthens Emirates’ global rugby footprint and cements its status as a leading supporter of the sport. By aligning with EPCR’s two premier tournaments, the Dubai-based airline will tap into a global fanbase of more than 70 million and elevate its brand presence across elite club competitions in Europe and South Africa.
This partnership marks a strategic expansion of Emirates’ already extensive rugby sponsorship portfolio, which includes six consecutive Rugby World Cups and a strong focus on grassroots development in the UAE. Emirates aims to leverage the EPCR platform to engage fans, support local communities, and promote the sport among youth through community initiatives.
Adnan Kazim, Deputy President and Chief Commercial Officer at Emirates, called the partnership a natural step, adding,
“We’re eager to support local initiatives for younger athletes that will make a positive impact both in and out of the pitch.”
EPCR Chairman Dominic McKay welcomed the airline, noting,
“Emirates’ heritage in rugby enhances the profile of our tournaments. Together, we’ll expand reach and invest in rugby’s future through sustainable, community-focused efforts.”
The Investec Champions Cup and EPCR Challenge Cup feature 42 top-tier clubs from eight countries, competing each season for European club rugby’s highest honours.
News Source: Emirates News Agency
