The World Rugby governing body has struck a 'record-breaking' partnership extension with UAE flag carrier airline Emirates, which will continue to cover top-line events for the next 10 years.

Now running through 2035, Emirates will serve as a World Rugby platinum-tier partner, the sole member of the organization’s highest sponsorship tier.

Additionally, Emirates will be the principal partner of all men’s and women’s Rugby World Cup competitions over the duration of the deal, with events in 2027, 2029, 2031, 2033, and 2035 all covered, starting with the men’s Rugby World Cup 2027 in Australia.

This will extend to all Rugby World Cup qualifying events across the globe.

In terms of visibility, Emirates’ logo and its ‘Fly Better’ branding will continue to feature on kit worn by World Rugby match officials.

Emirates has been a partner of the Rugby World Cup since 2007, its longest-running sports sponsorship, and this latest extension is the longest commitment between the two in the partnership’s history.

Elsewhere in the world of rugby union, South Africa’s SA Rugby body has partnered with the global electronics giant Samsung.

The two-year partnership covers South Africa’s rugby national teams across men’s, women’s, and youth category teams, as well as men’s and women’s rugby sevens sides.

It will also include the four South African sides that participate in the United Rugby Championship (URC) club competition.

Samsung will collaborate with SA Rugby on in-venue activations as well as co-branded content across the pair’s social media and digital channels, as well as typical branding presence.

 Speaking on the deal, URC chief executive Martin Anayi added, “The South African teams have added immense strength, diversity, and global interest to the Vodacom URC, and their success has deepened the connection between the competition and the South African rugby community.

“Partnerships like this one with Samsung are vital to that growth. Their investment in the Vodacom URC in South Africa reflects a shared belief in innovation, excellence, and the power of technology to bring fans closer to the sport they love.

“We look forward to working with Samsung to continue building the profile of the Vodacom URC and enriching the fan experience across the region.”

Indeed, since South Africa entered the competition in the 2021-22 campaign, at least one of its sides has qualified for each of the four subsequent finals, winning one.

In South Africa, the competition is known as the Vodacom URC courtesy of a sponsorship deal with the titular telecommunications company.