Qatar Airways Cements Position As Major Football Sponsor In Asia 

Qatar Airways has secured a major sponsorship deal with the Asian Football Confederation (AFC) from early 2024 to 2029.

The partnership—focusing on specially tailored travel packages for Asian football fans across the world— kickstarts from the Asian Cup 2023, which begins on January 12 next year in Qatar. The deal is poised to enhance fan experiences at Asian national team football tournaments, including women’s and youth events. 

Apart from national team tournaments, Qatar Airways will also back the AFC Champions League 2023/24 Knockout Round matches and the three eagerly awaited new AFC flagship club competitions, the AFC Champions League Elite, the AFC Women’s Champions League, and the AFC Champions League 2.   

Following the deal, AFC General Secretary, Datuk Seri Windsor John, said,“It is with great enthusiasm we welcome Qatar Airways on board as the AFC’s newest partner. This collaboration again underlines the ever-growing appeal of the AFC’s world-class competitions and embodies the AFC and Qatar Airways’ shared commitment to excellence and elevating the sports experience for fans worldwide.”

“With Qatar Airways, we look forward to expanding our global footprint. This partnership not only connects fans across borders but also enhances the accessibility of our sports events on a truly international scale with seamless and convenient travel experiences.”

Qatar Airways Group,Chief Executive Officer, Engr. Badr Mohammed Al-Meer, added, “Qatar Airways is excited to welcome the AFC to our robust sports sponsorship portfolio. This is a monumental occasion which marks our shared commitment to connecting people across borders and promoting competitive sportsmanship. As the Best Airline in the Middle East, we look forward to welcoming fans from the region on our expansive network to experience Qatar’s unique sports offerings.”

“We will work together with the AFC to help create thrilling moments of football excellence in the upcoming years, kicking off with the AFC Asian Cup Qatar 2023 which is due to be held next month in state-of-the-art venues across the country.”

According to ASN data, Qatar Airways is the 2^nd largest investor (17.7%, US$71.8m) for its category since Q121 and the bulk of these spends have gone into the Philippines (66.1%) and India (29%).  Unsurprisingly, the carrier’s biggest deals are in football and cricket, namely PSG (US$17m+) the Philippines Football League (US$2m+) and IPL franchise Royal Challengers Bangalore (US$2.8m).