Emirates and Lions Rugby Union Sign Five-Year Deal

Emirates airline and South African Super Rugby team Lions Rugby Union have announced a five-year sponsorship agreement.

The deal will see Emirates become the title sponsor of the Lions Super Rugby team and have naming rights to the team’s stadium in Johannesburg.

From 1 January 2015, the Lions will become the Emirates Lions.

Emirates will also receive branding on the match and traning jerseys of the side for the next five years.

Additionally, the Lions’ stadium Ellis Park will be renamed Emirates Airline Park and the airline will also receive in-stadia hospitality and several marketing rights and activities.

“Emirates is a strong champion of rugby worldwide and South Africa is one of the top rugby playing nations with very passionate supporters,” said Orhan Abbas, Emirates Senior Vice President, Commercial Operations for Latin America, Southern and Central Africa.

“We are therefore delighted to have the opportunity to sponsor one of the country’s most popular and established teams.

“It’s the first major sponsorship by Emirates of a South African team, and this will certainly raise the visibility of the Emirates brand not just here, but also in our key markets of New Zealand and Australia where the Super Rugby competition is played, and a number of other markets in which the games are televised.  

“Our new association with the Lions enables us to be part of Ellis Park, which is an historical and famous venue in the country, most notably for hosting the Rugby World Cup final in 1995 which South Africa won.”

Rudolf Straeuli, the CEO of the Golden Lions Rugby Union said: “At the Golden Lions Rugby Union we pride ourselves on growth and performance. We are thus thrilled to partner with Emirates – a world-leader in its field who is constantly looking to expand and develop.

“We are tremendously grateful to Emirates for their support and belief. It is wonderful to have financial stability, as a result of the support from this international, iconic brand, over the next five years.

“We are looking forward to working closely together in not only developing rugby at grassroots level in both South Africa and the United Arab Emirates, but also expanding the game of rugby across the globe.

“As 2015 will mark the 20th anniversary of the Springboks’ 1995 Rugby World Cup win at Ellis Park, it is exciting for us to have secured Emirates as a stadium sponsor from next year.

“We know that we will share many more happy memories, alongside Emirates, at this hallowed ground.”