With less than 50 days until kick-off, the Women’s Rugby World Cup 2025 is already shaping up to be a record-breaker — and now, Emirates has stepped in as a major force behind the tournament’s continued growth.
In a significant announcement, Emirates has been confirmed as the Official Airline and Partner of Women’s Rugby World Cup 2025, reinforcing its legacy of supporting global rugby while throwing its full weight behind the rise of the women’s game.
A Partnership That Reflects Purpose
Emirates’ globally recognizable ‘Fly Better’ branding will be front and center throughout the tournament, appearing on the kits of World Rugby Match Officials across all 32 matches. This gesture is more than symbolic — it’s a direct investment in the excellence and development of match officiating, including increased opportunities for female officials on the biggest stage in women’s rugby.
The partnership grants Emirates wide-ranging visibility across in-stadium assets, digital platforms, and real-world activations — an ideal alignment as the tournament spans eight venues across England, from 22 August to 27 September 2025.
“Supporting the development of our team behind the whistle on the sport’s biggest stage is vital,” said Sarah Massey, Managing Director of Women’s Rugby World Cup 2025. “Emirates’ investment is helping create meaningful opportunities for these inspiring individuals to thrive.”
Breaking Records Before Kickoff
The buzz surrounding this edition of the tournament is unprecedented. Already, over 300,000 tickets have been sold — more than double the total turnout from the 2021 event in New Zealand. With 16 nations competing for the newly minted Women’s Rugby World Cup Trophy, the stage is set for a transformative moment in the sport’s history.
A Longstanding Rugby Ally
This isn’t Emirates’ first run at rugby. The airline has a near four-decade-long relationship with the sport, having supported:
- Six consecutive Rugby World Cups (2007–2027)
- The Emirates Dubai 7s
- Cape Town 7s
- The men’s and women’s World Rugby Sevens Series
“We’re excited to partner with World Rugby for this landmark event,” said Sir Tim Clark, President of Emirates Airline. “Women’s rugby is flourishing globally. This partnership isn’t just about visibility—it’s about access, inclusion, and long-term impact.”
Strategic Lessons from the Emirates x World Rugby Tie-Up
Emirates isn’t just sponsoring a tournament — it’s actively reshaping the narrative of brand relevance in women’s sport. Here’s why this move hits the mark:
Credibility through continuity – After nearly 40 years in rugby, this deal feels like a natural evolution, not opportunistic virtue signaling.
Brand exposure with depth – Emirates goes beyond logos. By backing match officials and female referees, it positions itself as a values-driven brand.
Growth-market alignment – With women’s rugby viewership soaring and media rights gaining traction, this investment is future-focused and first-mover smart.
Multinational engagement – Emirates has operations in 13 of the 16 participating nations, maximizing cross-market impact.
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IMAGE: World Rugby
