Right Formula land Qatar Airways F1 sponsorship brief

Global sports marketing agency to deliver airline’s activation programme.

Right Formula has agreed a multi-year deal to deliver Qatar Airways’ Formula One activation programme.


  • Right Formula will provide a range of services to deliver the programme, including strategy, communications, hospitality and events
  • Multi-year agreement that has already seen successful activations across 11 Grands Prix to date


Qatar Airways replaced Emirates as Formula One's global airline partner, with industry sources indicating the deal is in line with the series' recently signed global partnership and will be worth hundreds of millions of dollars.


Robin Fenwick, chief executive and founder of Right Formula, said: “We are absolutely thrilled to be working with Qatar Airways on such a significant scale. Right Formula has already proven that we work to the highest standards in Formula One and we hope we will continue to shine with Qatar Airways, a truly welcome addition to our growing roster of clients.”

Coming next:

This alliance has already extended beyond Formula One and across Qatar Airways' expansive sports portfolio, with Right Formula providing consultancy and support for some of the airline’s other sports partnerships. 

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