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Emirates extends USA Rugby deal

Dubai-based airline Emirates has renewed its sponsorship of the USA Rugby national governing body.

Emirates will retain its position as the official airline of the US men’s and women’s senior national teams for a further five years under the new deal.

Emirates’ branding will also continue to feature on the kits of the US sevens and 15s teams. Its logo will also appear on the teams’ training kits, and on USA Rugby referee, staff and constituent apparel.

USA Rugby will provide Emirates with IP rights, broadcast exposure, exclusive content and branding, player access, media and communications inventory, and hospitality packages.

Emirates will also serve as the title sponsor of the men’s national team’s summer Test matches, which will be known as the Emirates Airline Summer Series. Emirates will be integrated into all marketing and promotional messaging, broadcast, in-stadium visibility, player access and hospitality. The airline will also title sponsor USA Rugby’s Player of the Year awards.

“Rugby is one of the fastest growing sports in the US and is a natural fit for Emirates to complement its other rugby properties,” Boutros Boutros, Emirates' divisional senior vice-president of corporate communications, marketing and brand, said.

Emirates first partnered with USA Rugby in 2009.