Sports sponsorship is big business, and for global airlines, it is an effective way to build brand awareness, particularly when establishing new markets and routes. In all its forms, football attracts eyes globally, so it is no surprise to learn that Qatar Airways has inked a deal to become the official airline partner of the UEFA Champions League, the pinnacle competition of European football. Qatar adds more to existing EUFA partnerships On September 19, 2024, in Doha, Qatar Airways strengthened its European presence by announcing a partnership with the UEFA Champions League that runs until 2030.
The airline, which is on a mission to unite people through the power of sport, is building on the success of sponsoring the UEFA EURO 2020 and UEFA EURO 2024 competitions. To get the ball rolling, Qatar Airways has launched a special campaign video featuring Brazilian football legend Ricardo Kaka as the pilot with English legend Rio Ferdinand in the airline's celebrated Business Class Qsuite . It also features appearances from Paris Saint Germain Féminines football star Sakina Karchaoui, content creator OussiFooty and football journalist Fabrizio Romano.
The new agreement includes sponsorship rights to the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League. It also extends certain rights to Qatar Duty Free, Hamad International Airport and Qatar Privilege Club, building a comprehensive Qatar Airways Group alignment with UEFA (Union of European Football Associations.