Emirates scores landmark partnership with European Professional Club Rugby
June 3, 2025
Emirates and European Professional Club Rugby (EPCR) have unveiled a multi-year partnership, making Emirates 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: “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. He 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 Investec Champions Cup and EPCR Challenge Cup to even more audiences around the world through Emirates’ showcases.”
As the Premium Partner and Official Airline Partner of EPCR, Emirates will enjoy significant marketing exposure, activation, and branding benefits. This includes in-stadium branding across all matches, the semi-finals and Finals of both competitions. The airline’s iconic cabin crew will step onto the pitch ahead of each game and will also be present during the Final medal ceremonies. The airline will feature its “Fly Better” branding on EPCR Match Official Kit, worn by the referees and assistant referees at all matches. The innovative approach to match official branding features on all kits worn by referees across a variety of sports and was pioneered by the airline. Today, Emirates’ branding is worn by match officials across most of its sponsorships, including World Rugby elite panel of referees, all NBA referees, ICC’s Elite Panel of Umpires, Match Referees, and ICC Match Officials, SailGP Series Umpires, Asia Rugby Referees and now, EPCR rugby match officials.
The airline will also work closely with EPCR on in-stadium activations to engage with more than 1.5 million rugby fans who attend matches and the Champions Rugby Village throughout the season. Emirates’ branding will be highly visible across EPCR’s digital and social platforms, and the airline will also have access to iconic current and former players, with both organisations producing co-branded merchandise. Additionally, Emirates will benefit from premium hospitality and tickets, among a host of other rights.