Jaco Peyper

South African Referee Jaco Peyper In Emirates 2023 Rugby World Cup Commercial

The 2023 Rugby World Cup marks Emirate’s fourth consecutive appearance in this prestigious tournament, and they’ve kicked off their involvement with a playful and engaging video featuring South African referee Jaco Peyper.


  • The Rugby World Cup is a global sporting phenomenon, attracting enthusiasts from all corners of the world.
  • Jaco Peyper, the star of Emirates’ campaign, officiated the opening match between host nation France and New Zealand at Stade de France in Saint-Denis on 8 September 2023.
  • As a Worldwide Partner of Rugby World Cup 2023, Emirates enjoys significant branding presence throughout the tournament.
  • Visit www.sandtontimes.co.za for more stories.


Emirates, synonymous with sports and global connectivity, has once again reaffirmed its dedication to rugby by returning as the Official Worldwide Partner of Rugby World Cup 2023 (RWC 2023).


The campaign’s centrepiece is a whimsical video that showcases Jaco Peyper as he guides Emirates’ iconic A380, adorned with bespoke RWC 2023 livery, to the tarmac for take-off. In a light-hearted twist, Jaco sprints past the aircraft and blows a whistle to signal the push-back, symbolizing the beginning of an exciting journey. The Emirates A380 then takes to the skies, en route to Paris, where it will play a pivotal role in starting Rugby World Cup 2023.



Emirates is also set to create unforgettable experiences for rugby fans in Paris, Lyon, and Marseille by establishing fan activation zones. These zones will feature ‘fly better’ initiatives, where Emirates Cabin Crew will capture special moments with rugby fans using instant cameras, offering these cherished memories in limited-edition RWC 2023 photo frames. Guests at the airline’s world-class hospitality chalet can look forward to exclusive tasting sessions featuring luxury champagne brand Dom Pérignon and cognac, in partnership with LVMH.


Taking place every four years, the Rugby World Cup runs from 8 September 2023 to 28 October 2023, spanning nine cities across France.


Emirates’ partnership with World Rugby has deep roots, dating back to 2007 when the airline first sponsored Rugby World Cup 2007 in France as a Tournament Sponsor. Over the years, Emirates has continued to strengthen its association with rugby, becoming a Worldwide Partner for Rugby World Cup 2011 in New Zealand, the first Worldwide Partner to sign agreements for both England 2015 and Japan 2019, and its current status as Worldwide Partner for Rugby World Cup France 2023 and Rugby World Cup Australia 2027.


Emirates has also been a stalwart supporter of rugby at various levels. They’ve been the Title Sponsor of the Emirates Airline Dubai Rugby Sevens for over three decades, proudly sponsored the Cape Town Sevens, partnered with the South African Emirates Lions and their home venue, Emirates Airline Park, sponsored the Dubai Hurricanes Rugby Football Club, and served as the Official Airline of the UAE Rugby Federation (UAERF) since 2011.


In terms of facilitating rugby fans’ journey to Rugby World Cup 2023, Emirates offers 35 weekly flights to and from France. This includes three daily A380 flights to Paris, daily flights to Lyon, and daily A380 flights to Nice. Travelling with Emirates also provides an ideal opportunity to make the most of international travel by stopping over in Dubai for a few days, and experiencing all the city has to offer in-terms of fabulous food and fashion, outdoor adventures, luxury accommodation, world-leading attractions and so much more!


Passengers flying with Emirates during the tournament period can expect to see various rugby-themed elements onboard. These include branded menus, drink coasters, cake toppers, and headrests featuring the RWC 2023 logo. Furthermore, rugby fans won’t miss a moment of action as matches will be aired live on Sport 24 and Sport 24Extra, available on the airline’s award-winning ice entertainment system. This exclusive coverage extends to dedicated Emirates airport lounges worldwide, ensuring that fans can follow their favourite teams and players even while traveling.


Rugby World Cup 2023 promises to be an event filled with excitement, and with Emirates on board, the sky’s the limit for both the sport and its dedicated fans.


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