Emirates and World Rugby have announced a major new partnership for the Women’s Rugby World Cup 2025, with the Dubai-based airline joining as an Official Partner of the tournament set to kick off on 22 August in England.
The agreement continues Emirates’ longstanding commitment to rugby and includes its ongoing sponsorship of World Rugby Match Officials. Match officials will once again wear the iconic “Fly Better” branded kits across all matches, reinforcing the airline’s role in promoting excellence on the field and supporting the development of women referees in elite competitions.
The Women’s Rugby World Cup 2025 will be contested across eight English venues, featuring 16 national teams. It will also mark the debut of a newly introduced Women’s Rugby World Cup Trophy, offering a heightened platform for visibility and growth in the women’s game.
Strengthening Global Rugby Ties
Sir Tim Clark, President of Emirates Airline, emphasised the significance of the sponsorship:
“We’re excited to partner with World Rugby as an Official Partner and Airline of Women’s Rugby World Cup 2025. Women’s rugby is flourishing globally, and Emirates’ significant investment expands our presence and supports rugby’s growth. Making the sport accessible to everyone is part of our commitment to creating long-lasting impact, stronger connections with fans and unlocking possibilities through the power of sport.”
Emirates boasts a commercial and operational presence in 13 of the 16 competing nations, providing an ideal foundation for deepened fan engagement. The airline’s involvement in the tournament is expected to bring valuable global exposure, including digital, in-stadium, and hospitality benefits throughout all 32 matches.
Supporting Match Officials
Michel Poussau, Chief Revenue Officer at World Rugby, praised Emirates’ continued backing of officiating standards:
“Their continued commitment to supporting our match officials plays a crucial role in upholding excellence on the field. This partnership reflects not only our shared values but also our collective ambition to elevate rugby on the global stage.”
Sarah Massey, Managing Director of the Women’s Rugby World Cup 2025, also highlighted the impact of the partnership on developing women match officials:
“Supporting the development of our team behind the whistle on the sport’s biggest stage is vital to delivering a world-class tournament. Emirates’ investment is helping create meaningful opportunities for these inspiring individuals to thrive.”
Legacy in Rugby and Women’s Sport
This latest partnership builds on Emirates’ decades-long association with rugby, including sponsorship of six Rugby World Cups from 2007 through 2027 and support for grassroots and elite competitions worldwide. The airline’s commitment also spans numerous women’s sporting events, from tennis Grand Slams to cricket and football, further positioning it as a champion of gender equity in global sports.
With the Women’s Rugby World Cup 2025 drawing nearer, the collaboration is expected to boost the tournament’s reach, inspire new audiences, and reinforce Emirates’ role as a global supporter of sport and inclusion.
