Hot off the heels of the Emirates Dubai 7s, Emirates returned as an official sponsor of the Cape Town 7s from 9-11 December 2022. I had the pleasure of participating in the action-packed event, one of the most popular live sporting events in South Africa’s event calendar!
Emirates has been a steadfast supporter of the tournament, forming a part of its wider investment in the sport of rugby in South Africa. The event also comes as the airline begins to boost its services to Cape Town to double daily starting 1 February 2023.
Emirates’ strong rugby partnerships also extend to the South African Emirates Lions and their home venue, Emirates Airline Park; a team I have had the pleasure of supporting in the past.
The third leg of the ten-tournament World Rugby Sevens Series, the Cape Town Sevens, was stretched over the span of three days. Notorious for delivering some of the most thrilling professional men’s and women’s rugby matches, it welcomed some of the best teams in the world.
My role with Emirates involved activating our world-class hospitality; handing out branded caps and taking keepsake Polaroid photos for spectators with our special Emirates mascots.
Emirates is one of the world’s biggest supporters of the sport of rugby, demonstrated by our extensive portfolio of global partnerships. The airline first sponsored Rugby World Cup 2007 in France as a Tournament Sponsor, and since then the relationship has grown, becoming a worldwide partner for the Rugby World Cup 2011, 2015, and 2019, held in New Zealand, England and Japan respectively. Emirates will continue as Worldwide Partner of Rugby World Cup 2023 in France and Rugby World Cup 2027 in Australia. EK also sponsors the jerseys of World Rugby’s Match Officials who take to the field in their Emirates ‘Fly Better’ kits.
Underscoring its commitment to the sport, Emirates has also extended its official sponsorship of the Emirates World Rugby Match Officials through to 2027, a relationship that has proven pivotal in the development and performance of elite match officials since 2013. In the airline’s home base of Dubai, the Emirates Dubai 7s tournament has been running for more than 50 years and the airline was instrumental in growing its international status when it first began its support in 1987 in cooperation with World Rugby. Through clear focus and a strong commitment from the airline, the Emirates Dubai 7s has become the largest sports event in the region.
Emirates has been serving South Africa for 27 years, and has connected over 20 million travellers to and from South Africa via Dubai and beyond to its global network, firmly establishing the airline as a long-term partner of South African aviation, tourism, and trade. It will bring new travel opportunities, choice and convenience for customers traveling to and from South Africa with additional services to Cape Town, Johannesburg, and Durban. Cape Town will be served with double daily services starting from 1 February 2023 and expand its schedule to and from Johannesburg with three daily flights from 1 March 2023. The ramp up of flights are part of the airline’s ongoing commitment to support South Africa’s economic and tourism recovery through enhanced connectivity across all of its gateways.
Read more: Emirates Media Centre
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