Emirates has signed a multi-year partnership with European Professional Club Rugby (EPCR), making it the Premium Partner and Official Airline Partner of the Investec Champions Cup and EPCR Challenge Cup.
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 as a Premium Partner. Emirates has a long and significant heritage in rugby and their status and commitment is enhanced 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 part of our sustainability stategy, impACT, we are also committed to ensuring the longevity of rugby without negatively impacting the planet – and part of this is supporting more rugby-playing youngsters to develop alongside positive community projects. We are excited to work with Emirates to bring this vision to life.”
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.
