Qatar Airways inks mammoth deal with Formula 1 amid further allegations of sportswashing

Flag carrier Qatar Airways has this week announced the agreement of a five-year partnership with Formula 1 to become the racing championship’s official airline and global partner.

The deal will also see the airline become the title sponsor of three of this season’s races, the Emilia Romagna Grand Prix (19-21 May), the Hungarian Grand Prix (21-23 July) and the Qatar Grand Prix (6-8 October).

The partnership was unveiled at a showpiece event earlier this week in Doha which was attended by numerous Qatari and Formula 1 dignitaries.

“The best partnerships thrive because of mutual values. Both Qatar Airways and Formula 1 are global brands that share a passion for innovation, precision and luxury,” Qatar Airways Group chief executive, Akbar Al-Baker said.

As a brand, we believe in the power of sports to unite people, and as such, we have been selective with picking the most thrilling sporting events and sponsoring a variety of new and prominent sporting initiatives.”

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

He continued: “With 23 stops in the 2023 World Championship, F1 is a global sport, requiring a global airline partner that offers extensive global connectivity. Hence, Qatar Airways demonstrates the perfect companion for one of the most desirable sports series in the world.”

A series of activations will also be launched to promote the sponsorship, including a range of motorsport-themed hotel and ticket-inclusive packages released by the national tourism agency Discover Qatar.

Formula 1 president and CEO, Stefano Domenicali added: “As the pinnacle of motorsport, it makes sense for Formula 1 to partner with the World’s Best Airline, Qatar Airways.

“We are two brands committed to delivering the best experiences to our fans and customers, and our combined global reach makes for a perfect match. We are delighted to welcome Qatar Airways as our Global Airline Partner.”

This agreement will be controversial to some however, who have accused Formula 1 of sportswashing in recent years as 17% of its races now take place in oil-rich Arab states with little to no motorsport history, up from 0% 20 years ago.