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Emirates extends backing of Super Rugby’s Lions

Dubai-based airline Emirates has renewed its title sponsorship agreement with South African Super Rugby franchise the Lions.

The new five-year deal will run until 2024 and also incorporates naming rights to the 62,5000-seat Ellis Park Stadium in Johannesburg, which will continue to be officially known as Emirates Airline Park.

Financial terms of the agreement were not disclosed but South African newspaper The Times reported that the deal will be worth “well in excess” of R100m (€6.3m/$7.1m) over the five-year period.

Emirates has sponsored the Lions since 2015. Under the new deal, the airline’s branding will continue to be featured on the Lions’ match and training kits, as well as on all marketing collateral.

Emirates has a strong presence within the sport and has sponsored the Rugby World Cup since 2007. It will continue its backing of the tournament for this year’s event in Japan.