EPCR: Emirates (airline) premium partner of the Investec Champions Cup & Challenge Cup for 2025-2030

Emirates, an Emirates-based airline, has become a premium partner of the Investec Champions Cup and Challenge Cup for the 2025-2030 cycle (five seasons), announced European Professional Club Rugby on 03/06/2025.

As part of its branding strategy (detailed below), Emirates will feature its commercial slogan "Fly Better" on the match officials' uniforms, as it already does with referees for World Rugby and Asia Rugby, as well as the NBA (basketball), the ICC (cricket) and SailGP (sailing).

As "official airline" of the two European rugby competitions, Emirates ranks second in the body's sponsorship hierarchy, the same level as Heineken (beer). This sponsorship level, which is now complete with the arrival of Emirates, was created to keep the Dutch brewer in the portfolio of partners, after the latter did not renew its naming rights for the Champions Cup at the end of 2022-23 after 28 years of partnership.

The partnership with Emirates is the fourth signed by the EPCR since the start of the 2024-25 season (after Macron, Omoda - Jaecoo and the Apicil Group), an unprecedented performance by…