WAM
03 Jun 2025

DUBAI, 3rd June 2025 (WAM) -- Emirates has today unveiled a multi-year partnership with European Professional Club Rugby (EPCR), making it the Premium Partner and Official Airline Partner of the Investec Champions Cup and EPCR Challenge Cup.

The partnership with EPCR adds to Emirates' successful and extensive global sponsorship lineup of rugby properties and reinforces its place as one of the premier supporters of rugby.

The high-profile addition of EPCR's Investec Champions Cup and EPCR Challenge Cup to the airline's rugby portfolio will also strategically amplify its presence across the two premier tournaments that showcase elite European and South African clubs, helping connect with over 70 million passionate supporters worldwide. Reinforcing their joint commitment to rugby's global development and fan engagement, the Emirates-EPCR partnership will seek to enhance the appeal of both tournaments across its global network, in addition to initiatives that support local communities to empower prospective rugby hopefuls and build a future talent pipeline.

The airline's newest sponsorship demonstrates its unrivalled dedication to grow and develop the sport at all levels through continuous investment, spanning from grassroots initiatives in its home of the UAE to elite World Rugby competitions, including six consecutive Rugby World Cup tournaments.

The Investec Champions Cup and EPCR Challenge Cup tournaments feature 42 clubs from England, France, Georgia, Italy, Ireland, Scotland, South Africa and Wales - competing each season to clinch the most coveted prize in professional club rugby.

Adnan Kazim, Deputy President & Chief Commercial Officer at Emirates, said, "Emirates is proud of our deep roots in rugby, and partnering with European Professional Club Rugby was a natural next step for us showcase the brand and drive engagement with loyal fanbases around the world during the most prestigious club competitions. As part of our significant commitment to EPCR, we're also eager to support local initiatives for younger athletes that will make a positive impact both in and out of the pitch."

Dominic McKay, Chairman of EPCR, added, "All of us at EPCR are delighted Emirates is joining our partnership family as a Premium Partner. Emirates has a long and significant heritage in rugby, and their status and commitment is enhanced by partnering with club rugby's most prestigious tournaments. We're excited to bring the Investec Champions Cup and EPCR Challenge Cup to even more audiences around the world through Emirates' showcases. As part of our sustainability strategy, impACT, we are also committed to ensuring the longevity of rugby without negatively impacting the planet, and part of this is supporting more rugby-playing youngsters to develop alongside positive community projects. We are excited to work with Emirates to bring this vision to life."