Italian top-tier Serie A heavyweights Inter Milan have officially announced a deal with Doha-based airline Qatar Airways, making it the club’s official global airline partner.
The partnership, which was initially reported last month, was unveiled during Inter’s match against Frosinone.
This involved a takeover of Inter’s San Siro stadium, with its towers lit up in Qatar Airways colors, a cabin crew team welcomed the players and supporters to the ground, and hospitality areas were covered in materials and images relating to Qatar Airways.
The deal reflects a wider trend of sporting organizations welcoming as sponsors airlines with links to the same state-owned companies.
A GlobalData report reveals that, so far in 2023, the airline sector has invested $990m in sports sponsorships across 294 active deals. Qatar Airways currently has 17 unique, active deals in the sports sponsorship market, spending $158m annually.
Qatar Airways is also a main sponsor of Paris Saint-German, the champions of French top-tier soccer’s Ligue 1, and was a sleeve sponsorship partner to Bayern Munich, champions of German soccer’s top-tier Bundesliga, until they ended the deal due to fan pressure.
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