Andy Devaney
If rugby were a plane, Emirates would be the first-class lounge, the pilot, and the bloke bringing you the warm towel.
And now, they’re strapping in for another high-altitude journey as the Official Partner of the Women’s Rugby World Cup 2025. Yes, the airline that’s long been in a committed relationship with the oval ball is doubling down—this time to elevate the women’s game on the sport’s biggest stage.
Scheduled to kick off in just under 50 days, England 2025 is already a record-breaker. Over 300,000 tickets have been sold—more than double the attendance from the 2021 tournament in New Zealand. It’s clear the Women’s Rugby World Cup isn’t just growing—it’s flying.
And who better to fly alongside than Emirates?
Their unmistakable ‘Fly Better’ branding will appear on the kits of all World Rugby Match Officials across the 32 tournament matches.
This isn’t just for show. It’s a nod to the airline’s long-term investment in elite officiating—especially women officials—who are finally getting the global spotlight they’ve long deserved.
“Emirates has been a trusted and long-standing partner of World Rugby and our pinnacle competitions for nearly two decades,” said Michel Poussau, World Rugby’s Chief Revenue Officer. “This partnership reflects not only our shared values, but also our collective ambition to elevate rugby on the global stage.”
And while match officials might not always get the glory, Emirates is helping ensure they get the respect—and the kit—to match.
As part of this expansive new deal, Emirates won’t just be sponsoring from the sidelines. Expect to see their branding on stadium boards, digital and social platforms, and likely every camera angle you can think of. They’ll be as present as a scrum half at a bar fight.
Sarah Massey, Managing Director for the Women’s Rugby World Cup 2025, said: “Supporting the development of our team behind the whistle on the sport’s biggest stage is vital… Emirates’ investment is helping create meaningful opportunities for these inspiring individuals to thrive.”
Well said. Because if the referees are doing their job right, you shouldn’t even notice them—which makes this kind of support all the more crucial.
Sir Tim Clark, President of Emirates Airline, added: “We’re excited to partner with World Rugby… Women’s rugby is flourishing globally, and Emirates’ significant investment expands our presence and supports rugby’s growth.”
And he’s not wrong. Emirates already has a solid commercial footprint in 13 of the 16 participating countries. If rugby is trying to become a truly global game, Emirates has just given it one hell of a runway.
From Cape Town 7s to six consecutive Rugby World Cups, and nearly 40 years of involvement dating back to 1987, Emirates has long backed the sport.
But this latest move signals more than tradition—it’s ambition. It’s about ensuring the Women’s Rugby World Cup 2025 doesn’t just match the men’s in prestige but writes its own soaring story.
With 16 teams, eight venues across England, and one seriously sharp airline partner, the countdown to kick-off has never felt more electric.
So buckle up. The women’s game is about to take flight—and Emirates is in the cockpit.
