Emirates extends partnership with Western Force

31st January 2010: The standing of the Emirates Western Force as a world-class sporting organisation has been reinforced with Emirates, the Dubai-based global airline, extending its naming rights partnership for a further three seasons. Emirates airline has partnered the West Australian Super Rugby franchise as naming sponsor since the club’s 2005 inception and the new deal will see Emirates maintain pride of place on the front of the ocean blue jersey until at least the end of the 2013 season. The strength of the relationship between Emirates and the Emirates Western Force was evident throughout positive negotiations, with approval of the new three year extension, set to come into effect following the 2010 season, finalised at a recent meeting in Dubai. In extending the partnership Richard Vaughan, Emirates Divisional Senior Vice President Commercial Operations Worldwide, said the Emirates Western Force had proved to be a valuable addition to the airlines stable of high-profile sporting associations across the globe and was in no doubt the benefits for both organisations would continue to flourish into the future. “Emirates is delighted to confirm the continued naming rights sponsorship of the Emirates Western Force, Mr Vaughan said. “Emirates enjoys a long-standing global commitment to sport sponsorships and is passionate about rugby. RugbyWA Chief Executive Officer, Vern Reid, said securing an extension to the naming rights partnership with still a year to run on the current contract highlighted the brand strength of the Emirates Western Force and the positive impact the team had achieved in their short history. Mr Reid said, “It is a significant vote of confidence in the strategic direction we have worked hard to implement for sustained growth and success of the Emirates Western Force both on and off-field. “Emirates is an international success story and a highly visible brand. Its continued commitment to rugby in Western Australia is a huge fillip for the code and also recognises the wonderful support we receive from the community across the state. Rugby’s footprint in Western Australia has grown significantly since the introduction of the Emirates Western Force with participation rates in junior and senior competitions recording increases, while support off the-field continues to flourish in both corporate and membership sectors. The 2010 membership campaign has seen Emirates Western Force members renew at a faster rate than ever in anticipation of the action and atmosphere at a dedicated rectangular stadium. Emirates is part of an impressive list of corporate leaders who have recently re-committed to the Emirates Western Force for season 2010 and beyond. These include health insurer MBF, who will continue to appear on the front of the playing shorts, apparel sponsor ISC, Tooheys and TS Marine who has upped their involvement and will be emblazoned on the collar of the jersey. “We are proud to have a host of loyal and dedicated partners at the Emirates Western Force, each of whom share a philosophy of striving for excellence, Mr Reid said. The Emirates Western Force will kick-off its 2010 Investec Bank Super 14 season on Friday, 12 February against the Brumbies at ME Bank Stadium.