In the 2009–2010 season, Emirates signed a five-year deal to become the official airline of USA Rugby, as well as 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 uniforms for the Eagles Men’s and Women’s 15 and 7-a-side teams.
Emirates is involved at all USAR events; the airline is the title sponsors of a number of domestic events that are growing in popularity, including Emirates Men’s Division 1, 2, and 3 Club Championships; Emirates Women’s Division 1 and 2 Club Championships; Emirates Men’s Club 7s; Emirates Women’s All Star 7s; Emirates Super League Final; and Emirates Women’s Premier League Final.
The deal with USAR is an ideal fit for Emirates because rugby is one of the fastest growing sports in the US, which is a priority growth market for the airline; increased broadcast hours of the sport on major TV platforms and the growing stature of US national teams within world rugby promise more exposure into the future.
The airline also sponsors the HSBC Sevens World Series Dubai and the Perth-based Emirates Western Force, as well as IRB Referees and Match Officials.