Emirates Backs Asia Rugby to Expand Sport's Reach Across 36 Countries

Photo : Dubai Government Media Office

Emirates has reaffirmed its dedication to advancing the sport of rugby by becoming the Title Sponsor of Asia Rugby, a partnership aimed at expanding the sport's reach into new, untapped markets. This multi-year agreement empowers Asia Rugby to invest in and host various tournaments, including both 7s and 15s series competitions and the Asia Rugby Championships, involving participants from 36 countries across Asia.

Sir Tim Clark, President of Emirates Airline, emphasized the airline's longstanding support for rugby, which began during its early years. Over the years, Emirates has significantly deepened its involvement at all levels of the sport, backing global entities and tournaments such as World Rugby, five consecutive Rugby World Cups, and the worldwide 7s series. The airline also plays a key role in the Emirates Dubai 7s and has been instrumental in promoting the UAE Rugby Federation.

Clark stated, “We’re particularly proud to extend our support to Asia Rugby to take the sport into new markets and boost its appeal, while also opening untapped possibilities for young athletes to develop their skills and realize their full potential. This initiative marks just the beginning, as we aim to harness grassroots sporting activities that build strong community ties and contribute to local growth.”

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His Excellency Qais Al-Dhalai, President of Asia Rugby, expressed excitement over Emirates joining as the Title Sponsor. He noted that this partnership is a pivotal moment in expanding rugby's impact across Asia's 36 member unions. With Emirates' backing, Asia Rugby is set to engage a new generation of athletes and fans, reinforcing its reputation for reliability and professionalism.

Al-Dhalai pointed out that having the UAE as Asia Rugby's headquarters creates a synergistic opportunity. The UAE has emerged as a hub for rugby activities, allowing for better coordination and growth of the sport throughout the continent. He remarked, “Our shared goal is to empower athletes, build a robust talent pipeline, and cultivate a passionate fanbase that will sustain the sport for years to come.”

As part of this agreement, Emirates will serve as the title sponsor for multiple competitions and tournaments, including the Asia Rugby Men’s and Women’s Championships and the Asia Rugby Sevens Series, catering to various age groups. These events are vital pathways to major regional and global competitions, such as the Rugby World Cup, Rugby World Cup Sevens, and the Olympic Games.

Emirates’ “Fly Better” branding will prominently feature on match officials' jerseys, match balls, and stadium signage across 21 different tournaments over the next three years. The inaugural tournament under this partnership will be the Asia Rugby Emirates Sevens Series Men’s and Women’s Round 2, commencing on September 21, 2024, in Hangzhou, China. This event will showcase the top eight men’s and women’s teams competing for ranking spots for the final round in Bangkok, Thailand, in November.

Asia Rugby, the regional arm of World Rugby, is based in Dubai and oversees 36 member unions across Asia, including China, India, Indonesia, Sri Lanka, Bangladesh, Malaysia, Thailand, and Japan. The association organizes a variety of competitions in both Sevens and Fifteens formats, catering to men and women of different age groups, including U18s and U20s.

With Asia accounting for 60% of the world’s population and 80% of its youth, the potential to cultivate a new generation of rugby players and develop a strong fanbase aligns with Emirates' vision to empower local athletes. The airline's commitment to rugby is further evidenced by its sponsorship of the Rugby World Cup since 2007 and its role as a global partner since 2011, making it one of the sport's most significant supporters worldwide.

In Dubai, the Emirates Dubai 7s tournament has been a fixture for over 50 years, with Emirates' involvement dating back to 1987, significantly enhancing the event's international status. The tournament attracts over 100,000 fans each year over its three-day duration. Additionally, Emirates supports the Dubai Hurricanes Rugby Club, fostering youth engagement in the sport.

In October, Emirates renewed its support for the UAE Rugby Federation (UAERF), extending its title and jersey sponsorship for the national 15s and 7s teams, including the Emirati Shaheen and Al Maha teams, until the end of 2026. This commitment underlines Emirates' role in promoting rugby both locally and regionally, ensuring the sport continues to thrive in the UAE and beyond.