The European Professional Club Rugby (EPCR) club competition organizing body has today unveiled a major multi-year partnership with Dubai-based airline Emirates.
The agreement makes Emirates the premium partner and official airline partner of the Champions Cup and Challenge Cup competitions.
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As part of the deal, the carrier will receive “significant” marketing exposure, activation, and branding benefits. This includes in-stadium branding across all matches, including the semi-finals and finals of both competitions.
The airline will additionally feature its ‘Fly Better’ branding on EPCR match official kit, worn by the referees and assistant referees at all matches.
Emirates will also work closely with EPCR on in-stadium fan engagement activations.
The company’s branding will be visible across EPCR’s digital and social platforms, and the airline will have access to current and former players, with both organisations producing co-branded merchandise. Emirates will also benefit from premium hospitality and tickets, among a host of other rights.
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By GlobalDataIn addition, Emirates will work with EPCR on community youth outreach programmes via rugby clinics in key destinations.
Emirates has had a long-standing presence in rugby, most notably as a sponsor of six consecutive Rugby World Cup tournaments.
Its portfolio also includes sponsorship of the Cape Town 7s and Dubai 7s events, Asia Rugby, and the UAE Rugby Federation.
Dominic McKay, chairman of EPCR, has said: “Emirates has a long and significant heritage in rugby and their five-year partnership with EPCR enhances their commitment by partnering with club rugby's most prestigious tournaments.
“We’re excited to bring the Champions Cup and Challenge Cup to even more audiences around the world through Emirates’ showcases.”
The EPCR recently brought in French insurance firm Groupe Apicil as a new sponsor, while also signing up its first-ever automotive commercial partner through a deal with Chinese manufacturer Chery International in November.
Other EPCR major commercial partners include Champions Cup title sponsor Investec, alongside brands such as Heineken, DHL, Tissot, and Gilbert.
