Emirates has signed up as a sponsor of the Rugby World Cup and will be the tournament’s official airline. The deal will be launched officially this afternoon.
The tie-up includes television and press work across Australia, New Zealand and South Africa as well as perimeter boards and competitions. There will also be a campaign, created by Bell Pottinger Sport & Sponsorship, to support the deal. It will run across the same countries but also in the UK and France.
The deal also includes a trophy tour around the world with the cup travelling in a first-class seat. Schools in each country will have a chance to host the trophy that will be taken along by the national team captain.