Qatar Airways has taken a significant step in the world of sports by signing an £80 million sponsorship deal for the Rugby Union Nations Championship. This commitment highlights the country’s growing influence in global sporting events and reflects its interest in diversifying its presence beyond football. The inaugural Nations Championship tournament is set to take place in London in 2025, establishing itself as one of the most anticipated rugby events of the year.

The eight-year agreement covers both the qualifying matches and the final stages of the first four editions of the championship, which will be contested between 2026 and 2034. The sponsorship also includes the possibility of Doha hosting the playoff matches in 2028, marking another major milestone for Qatar in the international sports arena. Additionally, Qatar Airways’ support aligns with the country’s recent decision to host other major sporting events, positioning itself as a key player in global rugby.

The Expansion of Rugby and Qatar’s Role

The Nations Championship, a joint initiative between the Six Nations and Sanzaar unions from the southern hemisphere, aims to revolutionize the traditional format of international rugby. In this tournament, European and southern hemisphere teams will compete in home-and-away series during July and November, culminating in an exciting final series to crown the champion.

The selection of Qatar Airways as the main sponsor represents a significant breakthrough for rugby, following in the footsteps of other sports in securing investments from the Middle East. However, the decision has also sparked controversy. Some European unions initially opposed Qatar hosting the inaugural tournament due to concerns over human rights and potential attendance challenges. Despite these concerns, the country has secured future opportunities to host editions of the tournament, contingent on its performance as an organizer.