World Rugby has strengthened its commercial future by signing a record-breaking extension with Emirates, the global airline, in a deal that runs through 2035. The renewal elevates Emirates to World Rugby’s first platinum partner, securing the sport one of its most visible and financially influential partners for the next decade.
The agreement covers every major World Rugby property through 2035. Emirates will remain the principal partner of the men’s and women’s Rugby World Cups in Australia in 2027 and 2029, the United States in 2031 and 2033, and the men’s Rugby World Cup in 2035. The deal also includes branding rights across global qualifying pathways, strong visibility on match officials’ kits, and prominent exposure across digital, broadcast, and event environments.
The partnership extends a relationship that dates back to 1987 and has become one of global sport’s most recognisable alliances. Emirates’ backing has consistently expanded rugby’s footprint in major aviation markets, supporting growth in regions where the sport is building deeper commercial and fan engagement.
World Rugby Chief Executive Alan Gilpin said, “The landmark deal is more than a record renewal – it is a major statement of belief in rugby’s global potential. Emirates recognises the sport’s power to unite and inspire fans worldwide, and this long-term commitment underscores the escalating value of Rugby World Cups and the confidence world-leading partners have in rugby’s trajectory.
“Emirates has been a cornerstone of rugby’s international growth for more than two decades, and we are proud to extend this partnership through to 2035. Since 2007, their support, from Rugby World Cups to the essential work of match officials, has been instrumental in advancing the game. Together, we will continue to inspire new generations of fans and expand rugby’s footprint around the world.”
World Rugby Chief Revenue Officer Michel Poussau added, “Our partnership with Emirates is one of the most recognisable in sport, and we are proud of what we have achieved together since 2007. We are excited about beginning a new chapter in the relationship, championing our iconic Rugby World Cups and growing the game more broadly around the world, as we enter a very exciting new era.”
President Tim Clark continued, “Since 2007, Emirates has been a proud partner of World Rugby, and this ten-year extension, our longest yet, demonstrates our shared commitment. The sport reflects our core values: integrity, teamwork, and bringing people together across borders. Rugby continues to grow worldwide, and we’re committed to amplifying that momentum by flying fans from every corner of the world to experience these tournaments live. Together with World Rugby, we’ll honour our shared legacy while opening new opportunities and inspiring the next generation to embrace the sport.”
The commercial impact of the deal is significant. With Emirates secured until 2035, the global governing body gains financial stability as it prepares for a landmark sequence of World Cups in new and strategically critical markets, particularly North America. The match official visibility, long associated with Emirates, ensures the brand maintains one of the strongest recurring media impressions in global sport.
The renewal also comes at a time of growing sponsor confidence in rugby. Emirates joins Unilever’s Personal Care division, whose brands, including Dove, Dove Men+Care, Rexona (marketed as Sure in some regions), and Axe (known as Lynx), have signed on across the next three World Cups. The broader trend reflects increasing interest from aviation, FMCG and financial services brands as rugby prepares for its biggest commercial cycle in history.
On the field, the sport continues to build momentum through the World Rugby Sevens Series and regional competitions that funnel into its global showcase events. Preparations for the 2027 World Cup in Australia are already underway, with organisers expecting growth in ticket sales, broadcast audiences and tourism impact.
Outside rugby, Emirates remains one of the world’s most active sports sponsors, backing properties across tennis, golf, cricket, football, motorsport and sailing. Its portfolio includes the ATP, major tennis Grand Slams, ICC events, SailGP and football clubs such as AC Milan, FC Bayern Munich, and Lyon.
With the partnership now locked in through 2035, the governing body for the sport enters a long-term planning window with its most established global partner. The extension supports the governing body’s ambitions to build new commercial pathways, elevate the women’s game and deliver a transformative decade of Rugby World Cups that will expand the sport’s global footprint.
