In season 2009/10 Emirates signed a five-year deal to become the official airline of USA Rugby, the team and exclusive team kit sponsor. As part of the deal, Emirates receives visible brand presence in stadia, match day and non-match day collateral, online and on the front of playing kits for the Eagles Men’s and Women’s 15 and 7-a-side teams.
Emirates is involved at all USAR events, but is title sponsors of a number of domestic events which are growing in popularity including Emirates Men’s Division 1,2,3 Club Championships, Emirates Women’s Division 1 and 2 Club Championships, Emirates Men’s Club 7’s, Emirates Women’s All Star 7’s, Emirates Super League Final and Emirates Women’s Premier League Final.
The deal with USAR is an ideal fit for Emirates due to rugby being one of the fastest growing sports in the country, USA being a priority growth market for Emirates, increased broadcast hours of the sport on major TV platforms and national teams growing stature within world rugby.
The airline also sponsors the HSBC Sevens World Series Dubai event and, Perth-based, Emirates Western Force as well as IRB Referees and Match Officials.