UEFA AGREE 6-YEAR €500 MILLION DEAL WITH QATAR AIRWAYS

Qatar Airways has secured a landmark sponsorship deal to become the new global airline sponsor of the UEFA Champions League until at least 2030. This unprecedented agreement spans two competition cycles and is reported to be worth between €490 million (US$545 million) and €500 million overall.

The Doha-based airline is believed to have outbid Turkish Airlines, the current sponsor, as well as a potential Saudi airline, to claim the ninth and final global sponsorship slot for Europe’s top club competition. The official announcement is expected in the coming weeks as the early stages of this year’s Champions League commence.

In addition to the Champions League, the sponsorship will also cover the UEFA Super Cup, UEFA Youth League, UEFA Futsal Champions League, and the UEFA eChampions League.

UEFA, alongside its exclusive agency for men’s club competitions, Team Marketing, has been actively pursuing sponsorship from the airline sector during this sales cycle. They anticipated strong interest from Middle Eastern carriers, which they believed would deliver significant commercial returns for UEFA’s stakeholders.

By agreeing to a two-cycle deal, Qatar Airways has locked its competitors out of the sponsorship category for an extended period. Traditionally, Champions League deals last no more than three years. At an estimated €80 million to €85 million per season, Qatar Airways’ deal is slightly higher than mid-tier sponsors like Crypto.com and Mastercard. However, as the value of other sponsorship agreements grows in the next cycle, this long-term deal may prove to be a sound investment.

Heineken remains the highest-paying sponsor in UEFA’s portfolio, due to fierce competition within the beer category and the significant media presence secured in its contract.