UEFA, European soccer’s governing body, has today confirmed Qatar Airways as the latest major sponsor of its elite Champions League club competition.
Qatar Airways becomes the official airline partner of the competition in a deal that runs until 2030.
In an unprecedented move, the agreement will cover two three-year commercial cycles – 2024-27 and 2027-2030. It is understood to be worth €500 million ($556.5 million), or €83 million per year.
The deal also includes sponsorship rights for the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League.
.@championsleague 🤝 Qatar Airways
— Qatar Airways (@qatarairways) September 19, 2024
We're heading to the UEFA Champions League as the new airline partner @ChampionsLeague ⚽️
A season of new highs awaits... @KAKA @FabrizioRomano @rioferdy5 @SakinaKarchaoui @OussiFooty #QatarAirways #UCLxQR pic.twitter.com/NrnKmWYnAj
Qatar Airways will also benefit from brand exposure across in-game perimeter LED boards, media interview backdrops and broadcast sponsorship, which it has already received in this week’s UCL matches.
The airline will also offer exclusive promotions and discounts, bespoke travel solutions and “unique experiences” and travel packages to fans.
This latest tie-up expands the relationship between the two parties as Qatar Airways has previously sponsored several UEFA’s men’s national team competitions including Euro 2020, Euro 2024, the UEFA Nations League and the European Under-21 Championship.
In recent weeks, Chinese consumer electronics brand Oppo and Bet365 have been named as UCL sponsors, with the latter becoming the competition’s first betting partner.
Other brands signed up as specific UCL partners for the next three campaigns include Heineken, Lay’s, FedEx, Mastercard, Just Eat Takeaway.com, PepsiCo and PlayStation.
The Qatar Airways deal is UEFA’s second major partnership this week after renewing with sportswear giant adidas as the official match ball supplier of the UCL.
