© Qatar Airways Champions League

Qatar Airways signs multi-year deal as official airline of UEFA Champions League

Qatar Airways has secured a multi-year sponsorship agreement, reportedly worth €500 million, to become the official airline partner of the UEFA Champions League, one of the world’s most prestigious football tournaments. This deal, running until 2030, marks a significant step for both the airline and UEFA as they strengthen their long-standing relationship.

Partnership Details and Scope

This €500 million agreement extends beyond the Champions League to include the UEFA Super Cup, UEFA Youth League, and UEFA Futsal Champions League. It also builds on previous collaborations between Qatar Airways and UEFA, particularly their successful partnerships during UEFA EURO 2020 and UEFA EURO 2024. The deal provides the airline with extensive branding opportunities, including exposure on perimeter LED boards during matches, media backdrops, and broadcast sponsorship across global platforms.

Qatar Airways joins a prominent list of UEFA Champions League sponsors, including Bet365, Crypto.com, FedEx, Heineken, Mastercard, PepsiCo, and PlayStation.

Expanding Global Presence

Serving over 50 destinations across Europe from its hub at Hamad International Airport in Doha, Qatar Airways aims to use this partnership to connect more football fans to European matches. The airline’s Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer, emphasized the shared values between UEFA and Qatar Airways, including a commitment to excellence and global unity through sports. “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," Al-Meer noted.

Through Qatar Airways' Privilege Club, fans can look forward to special travel offers, including discounts of up to 12% on flights, exclusive ticket promotions, and tailored travel packages for key football events.

UEFA’s New Format and Broader Appeal

The UEFA Champions League’s new format, featuring a 36-team league phase, aligns well with Qatar Airways' growing European network. As the official airline for this global tournament, Qatar Airways will help transport thousands of fans to witness the pinnacle of European club football. This deal also builds on Qatar Airways' robust sports sponsorship portfolio, which includes partnerships with major global events like FIFA, Formula 1, and the IRONMAN Triathlon Series.

Strategic Investment in European Sports

Qatar Airways' €500 million investment in UEFA’s flagship competition further cements its influence in European football, underscoring the airline’s growing investments in sports globally. After being named the World’s Best Airline by Skytrax in 2024, the partnership strengthens its premium brand positioning, making the UEFA Champions League experience more accessible to fans around the world.

The partnership launch was celebrated with a promotional campaign featuring football legends like Ricardo Kaka and Rio Ferdinand, emphasizing Qatar Airways’ commitment to making the UEFA Champions League a memorable experience for fans globally.

Sources: SportsPro Media, Qatar Airways, Travel Daily Media, UEFA