Sport remains one of the last great forces that can unite people, regardless of who they are or where they come from. It creates communities out of strangers and binds individuals with a common sense of hope, rivalry and belonging. For a global airline whose purpose is to connect people across continents, this emotional power is not only compelling but essential to how we grow as a brand.
The marketing landscape today is noisy and saturated. Brands must fight harder than ever for a share of voice among competitors. Traditional messaging on its own no longer cuts through. What does resonate is shared passion, entertainment and authenticity – and sport delivers all these simultaneously.
This is why, at Qatar Airways, sports sponsorships have evolved into one of the strongest pillars in our brand and marketing strategy. We do not pursue sponsorship for visibility alone, but also for cultural relevance. Every partnership is treated as a storytelling platform, built to spark conversation and deepen emotional resonance with our audiences.
Our philosophy is grounded in one truth: it is not enough for fans to see us; they must feel us. When a decisive goal is scored or a championship trophy is lifted, people are not consuming content. They are living a moment. These moments shape identity and loyalty.
Our role is to enhance these experiences and sometimes to help fans live a dream of their own. With an extensive active sports sponsorship worldwide, our partnership footprint extends across some of the most watched and beloved sporting and culture moments.
The commercial impact is undeniable. Independent studies from Nielsen Sport, a leading global measurement and data analytics company that tracks consumer behaviour and media performance shows that fans aware of our sponsorships display significantly higher affinity and are more likely to choose Qatar Airways for future travel. They associate the brand with meeting their needs, offering unique travel experiences and standing apart in a competitive marketplace. When consumer choice is abundant and loyalty is hard-won, this influence becomes a critical business driver.
Yet, the true influence of sport extends beyond stadiums and podiums. It carries the responsibility and the opportunity to uplift communities. At the UEFA Champions League 2025, with partners such as PSG and Inter Milan, we created programmes that brought joy and confidence to children recovering from leukemia, giving them pitch-side access and unforgettable encounters with their heroes.
Through initiatives such as ‘F1 in Schools’, we are enabling students from more than 25 countries to compete on the world stage, nurturing future innovators and showing that passion can lead to possibility. These initiatives reflect our belief that sponsorship should have a soul and that brands must contribute to the communities whose attention they seek.
One of the most exciting evolutions in our marketing and sponsorship strategy has been the deepening intersection of aviation, culture and sport. Expanding storytelling beyond the field of play, Qatar Airways – the Official Premium Partner of Art Basel – launched The Creative 100 during Art Basel Paris, in collaboration with Grammy Award-winning producer and entrepreneur Swizz Beatz. The global initiative celebrates 100 of the world’s most influential creatives, recognising visionaries who shape culture across disciplines.
To symbolically mark this partnership, Qatar Airways and Swizz Beatz brought the worlds of sport and art together through the design of the airline’s latest Formula 1 livery – a creative statement that transforms the aircraft into a moving canvas. The design pays homage to the airline’s Official Airline Partnership with Formula 1, showcasing how performance, movement and innovation can inspire new forms of artistic expression. This is where sponsorship transcends visibility and becomes living brand expression – a celebration of creativity in motion.
Our global reach is amplified exponentially through social media, where Qatar Airways is the world’s most followed airline. Even artificial intelligence (AI) thinks that Qatar Airways is the coolest and most influential brand on social media today. Fans no longer simply watch games; they participate, react and shape the narrative.
Our digital platforms give audiences exclusive access to iconic sporting stories, from behind-the-scenes content to global competitions that turn followers into travellers. A powerful example of this was our ‘One Year to Go’ campaign ahead of the FIFA World Cup 2026️, which reunited legendary footballers Romário and Roberto Baggio for the first time since their unforgettable 1994 showdown. It generated tens of millions of views and sparked global cultural conversation – proof that passion, when shared, becomes momentum.
Brands that show up with meaning, listen to fans without interruption and use their platform to drive positive impact will be rewarded. At Qatar Airways, sports sponsorship is a strategic lever that delivers business results, elevates our brand and brings the world closer together, not just physically, but also emotionally. It is a commitment to the power of human connection, whether in a stadium, online or at 35,000 feet.
Fans will always believe in sport. We will always believe in them and in the journeys, stories and dreams that sport continues to inspire.
By the Brand, Social Media, Communications and Sponsorships teams at Qatar Airways
