Formula 1, the high-paced, high-speed open-wheel automobile racing phenomenon taking the world by storm, has a new global airline sponsor, Qatar Airways.
Late last month, rumors rose that Qatar Airways was set to take over as the airline sponsor for Formula 1. Now, those rumors have been confirmed, and for the first time since 2013, Emirates branding will not be featured in paddocks, around circuits, and in Formula One marketing.
According to a Formula One statement today, this partnership is based on Qatar Airways’ network strength and a mutual passion for “technology and innovation.” As Stefano Domenicali, President & CEO of Formula 1 explains; “As the pinnacle of motorsport, it makes sense for Formula 1 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. We also share a passion for technology and innovation, particularly as we all work together for a greener future. We are delighted to welcome Qatar Airways as our Global Airline Partner.”
Qatar Airways will be the title sponsor of three Formula One Grand Prix this year: The Qatar Airways Emilia Romagna Grand Prix (19-21 May) in Imola, Italy; the Qatar Airways Hungarian Grand Prix (21-23 July); and the Qatar Airways Qatar Grand Prix (6-8 October). This is out of 23 races in 21 countries and five continents.
Furthermore, Discover Qatar, the destination management company of Qatar Airways, will enjoy the right of the first sale of tickets to the Formula 1 Qatar Airways Qatar Grand Prix 2023, which includes grandstand and Paddock Club tickets. Discover Qatar will add hotel and Formula 1 ticket packages. Each package will also have a free entry pass to the Geneva International Motor Show Qatar in Doha from 5-14 October, courtesy of Qatar Tourism. This coincides with Qatar Airlines’ 10-year sponsorship of the Qatar Airways Qatar Grand Prix.
The partnership also goes to reducing emissions. According to the statement, Formula 1 is pioneering using advanced sustainable fuels as part of its Net Zero 2030 commitment, while Qatar Airways works towards net-zero carbon emissions by 2050. The partnership will enable collaboration on sustainability efforts “To reduce emissions and strive for a greener future.”
But the partnership goes beyond a few races and sustainability. Each race will have unique branding material to physically and digitally advertise Qatar Airways to Formula 1’s fans.
As His Excellency Baker explained in the Formula 1 statement; “The best partnerships thrive because of mutual values. Both Qatar Airways and Formula 1 share passion for innovation, precision, and luxury. As a brand, we believe in the power of sports to unite people, therefore we have been selective with picking the most thrilling sporting events and sponsoring a variety of new and prominent sporting initiatives.”
Qatar Airways also sponsored the 2022 FIFA World Cup and hosted the 78th International Air Transport Association (IATA) Annual General Meeting (AGM), and World Air Transport Summit. Clearly, Qatar Airways is positioning Qatar and itself as a leading airline for tourism.
Qatar Airways was born in 1997 and, according to its February 2023 fact sheet, currently has over 150 destinations to serve with 239 aircraft. This includes 106 Airbus aircraft, including 10 A380s, and 102 Boeing aircraft, including 53 777-300ERs, nine 777-200LRs, and 40 787s.
There are also 31 freighters – 2 747-8Fs, two 747-400Fs, 26 777Fs, and one A310-300. The Qatar Airways freighter fleet will be joined by 50 Boeing 777-8F freighters as Boeing can produce them.
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