Emirates Airlines Extends Multi-Year Partnership with UAE Team Emirates XRG
Emirates Airlines has reaffirmed its dedication to the world of professional cycling by extending its multi-year partnership with UAE Team Emirates XRG. This extension solidifies Emirates’ position as one of the primary naming partners of the team, ensuring its branding remains prominently displayed on team jerseys and shorts until the end of the 2028 season.
This partnership, which began in 2017, has played a crucial role in elevating UAE Team Emirates XRG to the pinnacle of professional cycling. Over the years, the team has amassed an impressive tally of over 250 international victories, including three Tour de France titles, a Giro d’Italia win, and a UCI World Championship gold medal. With a track record of excellence, UAE Team Emirates XRG has become a dominant force on the global cycling stage.
UAE’s Rise in Global Cycling
Since the inception of this collaboration, the UAE has gained prominence as a major player in professional cycling. The success of UAE Team Emirates XRG has significantly contributed to the sport’s growing popularity in the region. The team concluded the 2024 season on a high note, securing an astonishing 81 victories, including two grand tours and a World Championship. Their dominance in professional cycling was further validated by being ranked as the number one team in the UCI World Tour for two consecutive years, 2023 and 2024.
Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates Airline, highlighted the impact of this partnership, stating: “When we started our journey with UAE Team Emirates XRG, we envisioned cycling as a powerful means to connect with global audiences. This partnership has exceeded our expectations by not only elevating the UAE’s standing in world cycling but also fostering a robust cycling community within the country.”
The Power of Strategic Sponsorship
Mauro Gianetti, CEO & Team Principal of UAE Team Emirates XRG, expressed his enthusiasm about the extended collaboration, saying: “This partnership with Emirates has been instrumental in our growth. Since 2017, we have evolved into the world’s top cycling team, thanks to our dedicated riders and the unwavering support from Emirates. We are experiencing a golden era for cycling in the UAE, and we look forward to achieving even greater milestones together.”
The extension of this partnership brings various strategic advantages, including Emirates’ branding on team kits and vehicles, premium hospitality experiences, exclusive promotional opportunities, and enhanced digital and social media visibility. Beyond commercial benefits, the airline and the team have consistently promoted cycling through community-driven initiatives, such as the Dubai Fitness Challenge and employee engagement activities.
UAE Team Emirates XRG: A Symbol of Excellence
UAE Team Emirates XRG is more than just a professional cycling team—it represents the UAE’s vision for sporting excellence on a global scale. With an elite roster of cyclists, including world champions and Tour de France winners like Tadej Pogačar, the team continues to set new benchmarks in the sport. The squad’s participation in the upcoming UAE Tour, a high-profile seven-day UCI World Tour event, further underscores its commitment to taking professional cycling to new heights.
By extending this partnership, Emirates Airlines not only strengthens its brand presence in the cycling world but also reinforces its commitment to fostering a vibrant sports culture in the UAE and beyond.
