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Qatar's national airline, Qatar Airways, has entered into a six-year partnership with the Asian Football Confederation (AFC). The collaboration, set to commence in January with the Asian Cup, will strengthen ties between Qatar Airways and AFC.
Sportspromedia noted that this strategic alliance will encompass various prestigious football events and competitions.
Expanding Sponsorship Horizons
Running until 2029, the partnership will cover significant tournaments such as the Asian Cup Saudi Arabia 2027, Women's Asian Cup 2026, U23 Asian Cup Qatar 2024, AFC Futsal Asian Cup 2024, 2026, and 2028. Additionally, Qatar Airways will sponsor all AFC youth national team competitions.
As part of the agreement, Qatar Airways will also have sponsorship rights for the AFC Champions League 2023/24 Knockout Stage and the AFC's newly introduced club competitions, as per Sportscal. These include AFC Champions League Elite, AFC Women's Champions League, and the AFC Champions League 2, commencing from the 2024/25 season onwards.
AFC's General Secretary, Datuk Seri Windsor John, expressed enthusiasm for the partnership, highlighting its ability further to enhance the appeal of AFC's world-class competitions. This collaboration aims to connect fans across borders and improve accessibility to sporting events on an international scale, ensuring seamless and convenient travel experiences.
Elevating the Fan Experience
In addition to promotional opportunities across AFC assets and platforms, Qatar Airways plans to work closely with AFC to offer travel packages to global football fans. The packages will include flights, accommodation, and match tickets/hospitality. This initiative will begin with the Asian Cup Qatar 2023 and aims to transform the fan experience in Asian football competitions over the coming years.
Qatar Airways, already a sponsor of the upcoming Qatar-hosted FIFA World Cup 2022, has renewed its global sponsorship agreement with FIFA until 2030. The airline has also sponsored Concacaf's national team competitions. Qatar Airways sealed a significant sponsorship deal with Paris St Germain in the European club market but chose not to renew its sleeve sponsorship with Bayern Munich following fan backlash.
Leveraging International Interest
With this collaboration, Qatar Airways takes advantage of the growing international appeal of AFC's competitions. Moreover, the airline secured a significant sponsorship opportunity with the Asian Cup 2027, based in Saudi Arabia. By signing this partnership, Qatar Airways effectively closes any sponsorship prospects for a Saudi Arabian airline.
The partnership between Qatar Airways and AFC signals an exciting development in the world of football. Through collaborative efforts, both entities aim to elevate the fan experience, increase global accessibility, and contribute to the overall growth and success of Asian football competitions.
