World Rugby Bolsters Commercial Partnerships with Macron, Gilbert, and Emirates
World Rugby is strengthening its commercial portfolio with key partnerships as the visibility of its major tournaments continues to grow. Recent deals include a new technical apparel partnership with Macron for the EPCR’s Champions cup and Challenge Cup, and extensions with long-term partners Gilbert and Emirates.
Macron has been named the technical apparel partner for both the 24-team Champions cup and 18-side Challenge Cup, European professional rugby tournaments.
The partnership announcements follow World Rugby’s extension of its agreement with Gilbert, the prominent ball supplier, through 2033. Gilbert will continue as the official ball supplier for all World Rugby 15s competitions and Rugby World Cups.
A significant extension has also been secured with Emirates, the UAE national carrier, in a “record-breaking” deal that will see them continue as a top-tier platinum partner through 2035.This expanded agreement designates Emirates as the principal partner of all men’s and women’s Rugby World Cup competitions,encompassing events in 2027,2029,2031,2033,and 2035,beginning with the 2025 Men’s Rugby World Cup in Australia.
These commercial developments come on the heels of a highly triumphant Women’s Rugby World Cup 2023,hosted in England. The final match,where England defeated Canada,broke domestic viewership records,attracting 5.8 million viewers across the BBC’s linear channels and streaming platform – the most-watched women’s rugby union match in UK history.the match also set a new attendance record, with 81,885 fans present at Allianz Stadium in Twickenham.
Keep reading