Emirates sponsors Australia's Western Force in the Rugby Super 14s

In a three-year deal until 2008, the airline would become naming sponsor of the team, now called Emirates Western Force.

The announcement was made today at the formal unveiling of the team's official playing jerseys at a gala luncheon in Perth, Australia, before 700 guests.

Ghaith Al Ghaith, Emirates Executive Vice-President Commercial Operations Worldwide said: 'Emirates is delighted to be naming rights sponsor of the Western Force. The airline is a strong supporter of rugby in a number of countries and has been waiting for the right opportunity to get behind the game in Australia.'

He added that the seed of that opportunity was sown in December when Perth won the bid for the fourth Australian Super 14 team.

Mr. Al Ghaith said: 'Emirates first started flying to Perth in 2002, and we have since developed a special relationship with West Australians. A sponsorship like the Emirates Western Force will help us develop that relationship.

'The Western Force operates on set of values with which Emirates identify: energy, unity, vision, growth, pride and professionalism - and we look forward to a very fruitful partnership with the team in the months ahead.'

Rugby WA chief executive Peter O'Meara said he was thrilled to have an organization like Emirates as the naming rights sponsor of the Western Force. He described the sponsorship as a 'team-maker' and one which would go a long way in ensuring the financial viability of the Western Force over the next three years.

Mr. O'Meara said: 'Emirates backs some of the best sporting teams and events in the world, and we are very pleased that they have decided to get behind our Super 14 team.'

He also said that the airline's standing and reputation was impeccable and he considered it a privilege to have them on board, adding that a respected name like Emirates was proof the Super 14 competition was a contest with strong international appeal.

'The Emirates brand will be seen on television sets and in stadia throughout the Southern hemisphere, and the world. Not many provincial sporting teams can offer their sponsors that sort of coverage,' Mr O'Meara said.

The New Super 14 rugby competition is regarded as the toughest provincial rugby competition in the world. Its season runs from February to June and involves four teams from Australia, five teams from New Zealand and five teams from South Africa. It is the premier competition where players are selected to represent their respective countries.

In December last year, Rugby WA won the right to host the fourth Australian team in the New Super 14 rugby competition. In February 2005, banker Peter O'Meara became Rugby WA's new chief executive, and former All Black player, captain and coach, John Mitchell was appointed head coach of the new team. The team was formally named the Western Force in April and has since been on a recruitment drive. It is now very close to finalizing its playing squad of 33.

Emirates Western Force's team jersey features a black swan icon, wrapped from back to front and set in ocean blue. The blue represents West Australia's beautiful coastline and clear skies, while the gold - dominant on the away jersey - reflects the State's pristine beaches.