What started in 2015 has now bore fruit and the deal has been extended until 2024.
The agreement will see Emirates retain its status as title sponsor of the Emirates Lions team and the naming rights partner of the Lions home ground, currently known as Emirates Airline Park, in Johannesburg.
Emirates branding will continue to be displayed on the Lions match and training kits and on all marketing collateral.
Lions Rugby Company CEO Rudolf Straeuli says: “Our partnership with Emirates has grown the Lions brand internationally and locally. We are proud to be associated with such a powerful partner and the five-year extension will enable us to grow further as a franchise, enjoying additional stability and excellence.”
Emirates Airline Park, previously Ellis Park, has been the host to a series of Green and Gold matches against top internationals teams as well as a Vodacom Super Rugby Final in 2017 where the Emirates Lions took on the Crusaders.
Boutros Boutros – Divisional Senior Vice President – Corporate Communications, Marketing and Brand at Emirates said, “We have enjoyed a memorable journey with the Emirates Lions, and the response and support we have received has been tremendous.
South Africa is one of the top rugby-playing nations in the world, with very passionate fans, and to continue our partnership with such an established local team, is a matter of great pride for us. Sport is an incredibly powerful connector of people, and as a brand, it has always been close to our heart.”
Added Boutros, “Emirates has been operating for 24 years to the Rainbow Nation and has a strong connection to South Africa – our continued relationship and commitment to the Emirates Lions just serves to reinforce our close ties with the country.”
Lions also pride itself for having produced current players’ such as Elton Jantjies in the Boks team that is on an assignment abroad.
Financial details of the deal were not revealed but this should fractionally be valued in millions.
Image (Lions Courtnall Skosan- should be a happy lad following the extension of a contract with Emirates until 2024).
