Qatar Airways Scores Lucrative UEFA Champions League Deal

Qatar Airways has clinched a lucrative deal to partner the rejigged UEFA Champions League in a deal that runs until 2030. 

In a landmark move, the deal is poised to cover a brace of three-year commercial cycles – 2024-27 and 2027-2030. It is reportedly worth a massive US$556.5m and also includes sponsorship rights for the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League.

This new partnership emphasises the airline’s commitment towards delivering world-class services and creating memorable experiences for football fans all over the world, further cementing its status as a top-tier carrier.

Under the deal, the national carrier of Qatar is set to reap a huge boost from brand exposure across in-game perimeter LED boards, media interview backdrops and broadcast sponsorship. It will also offer exclusive promotions and discounts, bespoke travel solutions and “unique experiences” and travel packages to fans.

Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, stated,  “We are thrilled to join forces with UEFA. As the Official Airline Partner of the UEFA Champions League, Qatar Airways is dedicated to transporting thousands of fans to this esteemed competition.”

“Our partnership with the UEFA Champions League not only strengthens our connection with Europe but also aligns perfectly with our vision of fostering unity and celebrating excellence. This partnership highlights our commitment to connecting people worldwide through our network of over 170 destinations, while supporting this remarkable competition.”

UEFA President Aleksander Ceferin, added, “Qatar Airways and UEFA are united in their passion for sports and global business excellence. This shared commitment is the foundation of our long-lasting partnership as we strive to provide football fans worldwide with exceptional experiences. We are delighted to expand our partnership to another level as we embark on a new era of the UEFA Champions League.”

According to ASN data, Qatar Airways (21%, US$78.2m+) is a mere 0.3% away from Netjets, the biggest spender for the airline category in the Asian sponsorship market since Q421, with a quarterly average investment of almost US$7.1m during this period. In terms of football sponsorship in the region, Qatar Airways (52.4%, US$61.5m+) dominates investment in the beautiful game, a good 16.9% from Emirates, the second-largest spender for the sport since Q421.  Qatar Airways’  sizeable football sponsorship investment, includes deals with AFC, FIFA and UEFA.