Global brands Gallagher and Emirates are doubling down on rugby, aligning themselves with top-tier competitions and legacy teams to drive commercial impact, fan connection, and global storytelling.
New Zealand Rugby Secures Strategic Insurance Partnership with Gallagher
In a powerful brand alignment, New Zealand Rugby (NZR) has inked a multi-year deal with US insurance giant Gallagher, naming it the official insurance broker for the All Blacks, Black Ferns, Maori All Blacks, and both men’s and women’s national sevens teams.
As part of the agreement, Gallagher’s branding will appear on training and matchday shorts across all national teams. In addition, Gallagher will:
- Support youth clinics across New Zealand as a regional partner of All Blacks grassroots initiatives
- Become the jersey sponsor for referees across all NZ domestic competitions from 2026 (including Super Rugby Pacific and Aupiki)
- Activate a brand ambassador programme featuring All Blacks legend Beauden Barrett and Black Ferns great Kendra Cocksedge, who will lead community campaigns locally and globally
“This isn’t just about brand visibility; it’s about shared purpose,” said NZR CEO Mark Robinson. “Gallagher brings a global mindset and elite sports experience that complements NZR’s ambition both on and off the pitch.”
The deal comes on the back of NZR parting ways with Ineos earlier this year—a dispute that ended in legal proceedings due to a missed sponsorship payment. Toyota filled part of the resulting inventory, while Gallagher now steps into a more prominent role.
Emirates Takes Flight with EPCR as Premium Airline Sponsor
Meanwhile, in Europe, Emirates has announced a multi-year partnership with European Professional Club Rugby (EPCR). The airline will become the premium and official airline partner for both the Champions Cup and EPCR Challenge Cup, marking another milestone in its longstanding commitment to the sport.
Key rights include:
- In-stadium branding and referee kit presence throughout the season
- Cabin crew appearances at finals and medal ceremonies
- Access to current and former players for branded content and merchandise
- Youth rugby clinics and community outreach activations
- Premium hospitality & ticketing benefits
“Emirates is already synonymous with global rugby,” said EPCR chairman Dominic McKay. “This partnership elevates our tournaments with world-class fan engagement and worldwide reach.”
This move strengthens Emirates’ rugby portfolio, which already includes sponsorships with the Rugby World Cup, Asia Rugby, and now, European club rugby’s most prestigious events.
A New Chapter in Rugby’s Commercial Evolution
The dual announcements signal a shift in rugby’s brand architecture—moving beyond traditional sponsors into category leaders who understand narrative, global fan ecosystems, and data-led engagement.
- Gallagher brings insurance-as-service to life by aligning with values of trust, resilience, and leadership embedded in NZ Rugby’s identity.
- Emirates, already a veteran in sports marketing, reinforces its role as a global connector by expanding into club rugby—a fertile space for premium consumer attention.
This signals a commercial trend we expect to accelerate: mission-driven, multi-layered partnerships that combine hospitality, youth impact, storytelling, and influencer-led campaigns—all while aligning with the emotional currency of the sport.
For brands evaluating rugby sponsorships:
- Leverage cross-category storytelling – hospitality, insurance, aviation, and tech brands alike can find real synergy in the sport’s values and demographics
- Activate through player ambassadors and community platforms – as seen with Beauden Barrett and Cocksedge
- Own whitespace in referee or kit real estate – often underutilized and highly visible
- Be first to move in emerging club competitions – such as EPCR or potential World Club Cups
Let’s Talk:
If your brand wants to enter or expand within the sports ecosystem—be it via player IP, matchday experience, or purpose-driven sponsorships—we’ll help design and execute a strategy rooted in storytelling and commercial return.
