Emirates Renews Partnership with Emirates Lions Super Rugby Union Team


Emirates and Lions Rugby Company with EPS (Pty) Ltd. today announced the renewal of the Emirates Lions Vodacom Super Rugby team title sponsor contract, continuing a successful relationship that began in 2015.

The new contract will continue for the next five years until 2024. The agreement will see Emirates retain its status as title sponsor of the Emirates Lions team and the naming rights partner of the Lions home ground, currently known as Emirates Airline Park, in Johannesburg. Emirates branding will continue to be displayed on the Lions match and training kits and on all marketing collateral.

Boutros Boutros – Divisional Senior Vice President – Corporate Communications, Marketing and Brand at Emirates said, “We have enjoyed a memorable journey with the Emirates Lions, and the response and support we have received has been tremendous. South Africa is one of the top rugby-playing nations in the world, with very passionate fans, and to continue our partnership with such an established local team, is a matter of great pride for us. Sport is an incredibly powerful connector of people, and as a brand, it has always been close to our heart.”

Mr. Boutros added, “Emirates has been operating for 24 years to the Rainbow Nation, and has a strong connection to South Africa – our continued relationship and commitment to the Emirates Lions just serves to reinforce our close ties with the country.”

Lions Rugby Company CEO Rudolf Straeuli said, “Our partnership with Emirates has grown the Lions brand internationally and locally. We are proud to be associated with such a powerful partner and the five-year extension will enable us to grow further as a franchise, enjoying additional stability and excellence.”

Thanks to the successful Emirates-Lions partnership, fans have witnessed some extraordinary sporting events at Emirates Airline Park in recent years. In 2015, it was home to the championship clash between the Springboks and All Blacks and saw the Emirates Lions take on the Crusaders in the 2017 Vodacom Super Rugby Final.

The Emirates Lions have built up an impressive repertoire of accomplishments over the past five years which includes qualifying for three consecutive Vodacom Super Rugby finals. They have also produced 16 capped Springbok players and continue to discover local talent.

Emirates boasts a rich rugby heritage, evidenced by its extensive portfolio of world-class rugby sponsorships. The airline first sponsored Rugby World Cup 2007 in France as a Tournament Sponsor, after which it became a Worldwide Partner for Rugby World Cup 2011 in New Zealand. Since then, Emirates has been a worldwide partner of the Rugby World Cup 2015 in England as will continue the sponsorship at the upcoming Rugby World Cup 2019 tournament in Japan. It has been the Title Sponsor of the Emirates Airline Dubai Rugby Sevens for over 20 years and sponsors the Cape Town Rugby Sevens. Emirates can also be found at the centre of action at every international rugby match through its sponsorship of World Rugby’s elite panel of referees.