Qatar Airways has secured a renewed sponsorship deal with FIFA, allowing them to be the official airline sponsor for the FIFA men’s World Cup in both 2026 and 2030. This partnership will cover the North American tournament in 2026 and the subsequent tournament expected to be held in Europe, Africa, and South America in 2030. The airline originally entered into a two-tournament agreement for the 2018 World Cup in Russia and the upcoming 2022 edition in Qatar.
With this renewal, Qatar Airways solidifies its presence and legacy as a prominent airline sponsor of the world’s most-watched sporting event. The airline’s uniform has become synonymous with trophy and medal presentations during the World Cup finals, further enhancing their brand visibility and recognition.
Although the exact value of the new Qatar Airways deal has not been disclosed, it is expected to be worth hundreds of millions of dollars. This substantial investment underlines the importance of the FIFA World Cup as a global platform for brand exposure and marketing opportunities.
Qatar Airways was one of the seven top-tier men’s World Cup sponsors during the 2019-2022 commercial cycle. FIFA reported that these sponsorships generated nearly $1.8 billion in total marketing rights sales. This partnership also extends to selected FIFA youth tournaments and the 2027 Women’s World Cup, where the hosting nation will be announced in May.
The 2026 World Cup will mark the first expanded tournament, featuring 48 teams instead of the previous 32. This change will lead to an increase in the number of games played from 64 to 104. Furthermore, the tournament will take place across 16 cities in the United States, Canada, and Mexico, ensuring significant fan and team travel throughout North America.
As for the 2030 World Cup, FIFA intends to include more long-haul travel than initially anticipated, with games being held in six countries spanning three continents. Currently, there is one bid under consideration – the Spain-Portugal co-hosting plan, which recently welcomed Morocco. Additionally, the bid includes South American neighbors Argentina, Paraguay, and Uruguay, who will each host one game as part of a centenary celebration. Uruguay has particular significance as the inaugural World Cup host in 1930.
The hosts for both the 2030 and 2034 World Cups are expected to be officially announced next year. The vacant slot for the World Cup airline sponsorship is projected for the 2034 tournament, which is likely to be hosted by Saudi Arabia. Notably, Saudi Arabia plans to launch a second national carrier called Riyadh Air, further demonstrating the growing interest in airline partnerships within the world of FIFA.
Qatar Airways has reaffirmed its commitment to the FIFA World Cup by extending its sponsorship for multiple tournaments. The airline continues to leverage the prestigious tournament as a platform for global brand exposure. As the world eagerly awaits the upcoming 2022 edition in Qatar, the future of the FIFA World Cup remains bright, with Qatar Airways playing a significant role in its success.