Qatar Airways has become the new global airline partner of Formular One, replacing Gulf rival carrier Emirates. The deal will be in place until 2027.
But what does this mean in practice? The airline will sponsor three Grand Prix races in 2023, those taking place in Qatar (which is being returned to the Formula One calendar), the “Gran Premio del Made in Italy e dell’Emilia-Romagna”, in Italy, and the Hungarian Grand Prix.
Besides the brand exposure opportunities, the deal represents, Qatar Airways will also offer a number of dedicated travel packages that will allow motor sport fans to purchase return flights and tickets to watch the races live on-site, and a range of other hospitality options and activities connected to Formula One.
The two partners have also declared their intention to work together in search of solutions to lower the carbon footprint of their activities. In particular, the announcement highlighted the commitment to sustainable fuels, which both organisations are already starting to use in limited quantities.
Being a global sport with demanding logistics, it does not come as a surprise that Formula One and aviation have traditionally enjoyed a close connection.
Several drivers and teams own or operate their own jets, with Red Bull’s two racing teams being a case in point, while others have long-term partnerships with executive jet operators.
For example, on February 22, 2023, Ferrari and VistaJet renewed their long-standing collaboration agreement.