Emirates to Tackle Promotion of Rugby with UAE Deal

March 31, 2011

Dubai-based airline Emirates has signed a deal that will see it become the official airline of the United Arab Emirates (UAE) Rugby Association and its national teams for the next five years.

The Emirates logo will be displayed on the shirts of all the teams within the UAE Rugby Association, with the airline having been a driving force behind the growth of rugby in the region, notably sponsoring the Emirates Airline Dubai Rugby Sevens tournament.

Emirates is strengthening its ties in the sport having been announced as a worldwide partner with the 2011 Rugby World Cup in New Zealand. The airline also has deals in place with the IRB, rugby union’s global governing body, USA Rugby, Rugby World Cup Sevens, the Super League in the UK, and the England Rugby League team.

Ahmed Khoory, Emirates senior vice president commercial operations, Gulf, Middle East and Iran, stated: “Emirates has a strong affiliation with rugby both in the UAE and around the globe and our sponsorship of the UAE Rugby Association is an excellent way of reinforcing our passion for the sport. The popularity of rugby in the UAE continues to grow each year and it is our intention that this sponsorship further stimulates the development of rugby in the emirates.”

UAE Rugby Association chairman Mohammad Abdulrahman Falaknaz added: “The UAE Rugby Association is very proud to have secured Emirates as the official airline. Emirates are an undisputed leader in the sports-sponsorship arena, and this agreement offers a strong statement of belief and support in our focus and the future direction of rugby in the UAE.”