Emirates, as the Official Worldwide Partner of Rugby World Cup 2023 (RWC 2023), has enthusiastically launched the highly anticipated tournament with a playful video featuring the renowned South African referee, Jaco Peyper.
The campaign features a delightful video in which Jaco Peyper guides Emirates’ iconic A380, adorned with bespoke RWC 2023 livery, to the runway, primed for take-off. Jaco sprints past the aircraft and blows a whistle to signal its push-back. The Emirates A380 is then cleared for take-off, embarking on its journey to Paris to kick-start Rugby World Cup 2023.
This light-hearted video follows the success of the award-winning ‘Whistle Watch,’ a World Rugby content series presented by former international referee Nigel Owens and sponsored by Emirates. Throughout the tournament, rugby enthusiasts can anticipate special episodes filmed across various locations in France.
Emirates and Rugby World Cup
In its role as a Worldwide Partner of Rugby World Cup 2023, Emirates enjoys significant branding exposure throughout the tournament. This includes Television Match Official branding, as well as hospitality and ticketing privileges.
This year, the airline will introduce a fan activation zone in Paris, Lyon, and Marseille, featuring exciting “fly better” initiatives. Emirates Cabin Crew will capture special moments for rugby fans with instant cameras, complete with limited-edition RWC 2023 photo frames. At the airline’s world-class hospitality chalet, guests can look forward to exclusive tasting sessions of luxury champagne brand Dom Pérignon and cognac, in partnership with LVMH.
Rugby World Cup is one of the world’s most prominent events, occurring once every four years. This year’s tournament will run from September 8 to October 28 across nine cities in France. Jaco Peyper is set to officiate the opening match between host nation France and New Zealand at Stade de France (Saint-Denis) on September 8.
Emirates’ commitment to World Rugby dates back to 2007 when the airline initially sponsored Rugby World Cup 2007 in France as a Tournament Sponsor. Emirates then became a Worldwide Partner for Rugby World Cup 2011 in New Zealand, and it was the first Worldwide Partner to sign an agreement for both England 2015 and Japan 2019. Currently, Emirates is a Worldwide Partner for Rugby World Cup France 2023 and Rugby World Cup Australia 2027.
Emirates also sponsors the Emirates Match Officials, with the world’s top referees donning their Emirates Fly Better kit when officiating in test rugby – a partnership that commenced in 2013.
Earlier this year, Emirates played a pivotal role in transporting The Webb Ellis Cup from South Africa to Paris, via Dubai, onboard its iconic A380 with bespoke RWC 2023 livery. South African rugby legend Tendai Mtawarira, part of the winning team at Rugby World Cup 2019, was part of this historic journey.
A Strong Advocate for Rugby
Emirates remains a steadfast supporter of rugby worldwide. The airline has been a Title Sponsor of the Emirates Airline Dubai Rugby Sevens for over 30 years, proudly sponsors the Cape Town Sevens, partners with the South African Emirates Lions and their home venue, Emirates Airline Park, sponsors the Dubai Hurricanes Rugby Football Club, and has been the Official Airline of the UAE Rugby Federation (UAERF) since 2011.
Connecting Rugby Fans to RWC 2023
Emirates facilitates the journey of rugby fans to RWC 2023 with its 35 weekly flights to/from France, including three daily A380 flights to Paris, daily flights to Lyon, and daily A380 flights to Nice. The airline’s extensive network of 140 destinations offers French customers access to a wide range of onward connections to Asia, the Indian Ocean, the Middle East, Africa, and Australasia.
Passengers aboard Emirates flights will discover branded menus, drink coasters, cake toppers, and headrests featuring the RWC 2023 logo. Rugby enthusiasts won’t miss a moment of action onboard, as matches will be aired live on Sport 24 and Sport 24Extra on selected flights – available on the airline’s award-winning ice entertainment system – and across dedicated Emirates airport lounges around the world.
Customers will also savor gourmet meals and a premium selection of beverages, including 37 different varieties of French wines and champagnes, along with an enticing Spirits menu onboard.