LIONS EXTEND CONTRACT WITH EMIRATES

Title sponsor Emirates Airline has extended its sponsorship with Super Rugby franchise the Lions, as well as Ellis Park Stadium, for a further five years until 2024.

It is understood the deal is worth well in excess of R100m over that period.

The sponsor's branding will continue to be displayed on the Lions' match and training kits and on all marketing collateral.

"Our partnershqip with Emirates has grown the Lions brand internationally and locally,” says Rudolf Straeuli, Lions CEO. “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."

The sponsorship will come as a huge boost to the Lions, who can now boast having the same title sponsor over a 10-year stretch.

Edgar Rathbone‚ the managing director of Ellis Park Stadium management, called their partnership ground-breaking.

“It has been the five most successful years of the franchise and stadium,” he said. “We reached three Super Rugby finals‚ we hosted five very successful Tests‚ we won the Currie Cup here in 2015, and who can forget when we hosted that 2017 Super Rugby final.”

Five years ago the Lions were in financial dire straits and were in the throes of a retrenchment process.

They had lost their title sponsor MTN and their place in Super Rugby the year before.

“This has felt like home for the last five years‚” said Fouad Caunhye‚ Emirates Regional Manager for Southern Africa. “The Emirates-Lions partnership is on the scale of a global project and we don’t see it as a localised endeavour. It is one of our primary sports sponsorships and we see the Lions on the same level as PSG or Arsenal. It is in the same vein and this is for the long-haul.”