Emirates strengthens its global rugby play with EPCR deal

Emirates has secured a high-profile, multi-year partnership with European Professional Club Rugby, becoming the Premium and Official Airline Partner of the Investec Champions Cup and EPCR Challenge Cup. With branding rights across 42 elite clubs in eight countries, the deal cements Emirates’ role as a dominant force in international rugby sponsorship.

The partnership goes beyond visibility. It includes grassroots support, youth clinics, and high-impact fan activations across Europe and South Africa. Emirates isn’t just backing rugby — it’s embedding itself in the sport’s global fabric.

For rights holders and sponsors alike, this move signals a strategic shift: premium exposure paired with meaningful engagement is the new benchmark.

Read the full breakdown of Emirates’ latest power play in global sponsorship.