Emirates has officially stepped into a new chapter of international sport by becoming an Official Partner of the Women’s Rugby World Cup 2025. The tournament, scheduled to begin on 22 August 2025 in England, is gearing up to host top women’s teams from around the world—and now, with the backing of the UAE’s leading airline, it’s gaining further global attention.
This partnership places Emirates in a key position within the international sporting arena, reinforcing its long-standing commitment to rugby and expanding its focus on women’s participation in sport.
Supporting more than just the game
As part of the deal, Emirates will also extend its support to World Rugby Match Officials, playing a role in promoting female referees at the highest level of competition. Match officials at the Women’s Rugby World Cup will wear the Emirates Fly Better kit, a familiar sight for those who follow major rugby events globally.
This move speaks volumes about the airline’s approach—it’s not just about brand exposure. It’s about taking an active part in growing the sport from within, helping create pathways for women in officiating, a space that has often received limited visibility.
The support from Emirates comes at a time when international bodies are working harder than ever to ensure equal opportunities across the sporting world. This partnership aligns with that direction—adding genuine impact, not just logos on jerseys.
A natural fit for Emirates’ sports portfolio
For years, Emirates has been a visible presence across major sporting events, including rugby, football, tennis, and motorsport. Its long-running relationship with World Rugby includes support for the men’s Rugby World Cup and the Sevens Series. This latest move adds a new dimension—placing a stronger spotlight on women in sport.
The airline’s global reach and consistent involvement with rugby make this partnership a natural progression, especially as interest in women’s sport continues to rise both in the UAE and internationally.
Elevating the UAE’s sporting influence
This collaboration is also a proud moment for the UAE. With Emirates taking on such a significant role in the Women’s Rugby World Cup 2025, the country’s presence on the global sporting map only grows stronger.
The move supports ongoing national efforts to increase visibility for women in competitive sports, especially as the UAE continues to invest in initiatives that encourage broader participation across all levels—from grassroots to professional.
For residents of Dubai and across the Emirates, this development offers a closer connection to one of the year’s biggest international tournaments. It reflects the UAE’s growing influence in shaping and supporting sporting excellence beyond borders.
What fans in the UAE can look forward to
The Women’s Rugby World Cup 2025 will bring together 16 of the world’s top teams across eight venues in England. While most of the action will take place overseas, the impact will be felt back home as well.
With Emirates at the helm, fans in the UAE can likely expect enhanced viewing experiences, special campaigns or activations, and more awareness of the tournament throughout its run. The airline’s past partnerships have included themed airport displays, curated content onboard, and even community-based promotions in Dubai—elements that could return in fresh form next year.
Whether you’re a long-time rugby enthusiast or simply curious about the growing prominence of women’s sport, this tournament—and Emirates’ support of it—brings an added sense of excitement to the global calendar.
A meaningful move, not just a marketing play
While sponsorships are common in international tournaments, what makes this announcement stand out is its focus on developing the sport, not just promoting a brand.
By supporting the match officials who uphold the integrity of every game, and by putting women in officiating roles in the spotlight, Emirates is helping push the conversation forward. It’s a step that matches action with message—encouraging real change in an area that has long been overlooked.
In doing so, the brand isn’t just watching from the sidelines—it’s actively shaping the future of the game.
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