F1 signs up Qatar Airways to replace Emirates sponsorship

Previous airline partnership worth US$25m a year.

Formula One has signed a multi-year deal with Qatar Airways that sees Emirates replaced as the global motorsport series' airline partner.

Contract:

  • Qatar Airways takes title sponsorship of races in Qatar, Imola and Hungary
  • Deal includes trackside and digital branding inventory
  • Airline will offer travel packages to select Grands Prix, combining race tickets with return flights

Context: Emirates has been Formula One's global airline partner since 2013 in a deal reportedly worth US$25 million a year. While no value for this new deal has been reported, it is certain to be an increase on the previous contract. Industry sources have indicated the deal will be worth hundreds of millions of dollars, putting it inline with the series' recently signed global partnerships.

Comment: Stefano Domenicali, president and chief executive of Formula One, said: “As the pinnacle of motorsport, it makes sense for Formula One to partner with a global leader in aviation like Qatar Airways. We are two brands committed to delivering the best experience to our fans and customers, and our combined reach globally makes this a perfect match.”

Coming next: Formula One is pioneering the use of advanced sustainable fuels as part of its Net Zero 2030 commitment, while Qatar Airways is committed to net zero carbon emissions by 2050. The partnership has seen both parties collaborate on sustainability-focused initiatives to reduce emissions.

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