The announcement on Tuesday that it has become the Official Airline of the USA Rugby National Sevens Teams is the “first step in what we hope will be a growing partnership and growing relationship with USA rugby” said Gary Chapman, President Group Services and Dnata, Emirates Group.

The partnership will see the ‘Fly Emirates’ shirt branding on both the men’s and women’s squads during the IRB Sevens World Series, which starts this weekend. “We are great believers in the game of rugby and rugby going to new levels in the United States. It also signals our long term commitment to sport,” he added.

On their last visit to Dubai, the USA Women’s squad made it to the semifinals, before losing to New Zealand, in the IRB Sevens World Cup, with the men’s team getting through to the quarter-finals of the Plate.

“This is a landmark deal for USA Rugby. Emirates is more than an airline, they represent a lifestyle of optimism, discovery and passion; a lifestyle all USA Rugby players, members and fans share and aspire to,” Kevin Roberts, Chairman of USA Rugby, said in a statement.

“Emirates is passionate about Rugby and will bring fresh impetus to the game’s development in the US.”

In addition to three other tournaments on the IRB World Sevens Series, namely London, Edinburgh and South Africa, Emirates was the first company to become a Worldwide Partner of Rugby World Cup 2011 and is also the sponsor of the England and Samoa sevens squads.

“Our Sevens programmes over the last few years has continued to grow, both men and the women. It’s great partnership. It has lot of synergies with the 2016 Olympic inclusion of Sevens rugby,” said Al Caravelli, coach of the USA Men’s Sevens Squad, on his third trip to Dubai. “Over the past three years, we have invested a great deal toward developing our National Sevens programme. Last season, the US Men’s side attained core member status on the IRB Sevens circuit,” added Caravelli who coached the women’s side for six years after retiring as a player in 2000.

“The Olympics actually legitimises the sport and it became more known,” Caravelli told Khaleej Times when asked about the popularity of rugby in the US. “There are only 88,000 registered players but we have the biggest growth rate with children under 12 years of age. Those could be future Olympians for 2016 and beyond,” he said with optimism.

More significantly the shift of the US leg of the IRB Sevens World Series from San Diego to Las Vegas this season could benefit the sport as a whole. “As an entertainment venue and to give it to a different audience, I think we will attract more international people for Las Vegas. Also the stadium is an American Football stadium and it’s more imbued for the public to be able to see rugby. Las Vegas is just a spectacular venue,” said Caravelli.