Qatar Airways has placed its £80m sponsorship of rugby union's new Nations Championship on hold because of the fallout from the war in the Middle East. The Guardian has learned that while the state-owned airline remains committed to the deal, contracts have not been signed, and the inaugural edition of the competition will kick off next week without a title sponsor.
Deal delayed until November leg
Senior figures within the Qatari government have concluded that it would be inappropriate to announce a new global sponsorship at a time of continuing uncertainty in the region. It is understood the November leg of the new biennial tournament is now the most likely point at which Qatar Airways branding will appear in a partnership that is due to run until 2032, which will also give the Gulf nation hosting rights for two finals. Discussions between both parties are believed to be ongoing.
Financial stability assured by media rights
As the Nations Championship has already been underwritten by media rights deals with 80 global broadcasters, the absence of a title sponsor will not cause any immediate financial difficulties. ITV has bought the live rights for every Nations Championship match in the UK in a deal worth £90m, while the tournament will also be available free-to-air in France, the second-biggest rugby market, where the public service broadcaster TF1 has secured the rights.
Tournament structure and opening fixtures
The Nations Championship is a new competition involving the six top teams in Europe playing six matches against mainly southern hemisphere opposition. It is designed to give greater context to international rugby and add commercial value to the sport. The Six Nations sides will play three matches away and three at home against teams drawn from the four Sanzaar nations – South Africa, New Zealand, Australia and Argentina – plus Japan and Fiji, in July and November respectively. The top team from each region will meet in a grand final to determine the champions.
The opening day on Saturday 4 July includes blockbuster fixtures: South Africa v England, New Zealand v France, and Australia v Ireland. England will also play Fiji and Argentina next month, with the former “away” fixture at Everton’s Hill Dickinson Stadium, before facing Australia, Japan and New Zealand at Twickenham in November.
Revenue projections and future finals
The Nations Championship is run by a joint commercial venture operated by the Six Nations and the Sanzaar unions. Revenues for the first two tournaments in 2025 and 2028 are projected at about £500m, with further growth expected in the 2030 and 2032 editions. While the first final will take place at Twickenham, Qatar has been awarded hosting rights for the final in 2028 and 2032. The venue for the 2030 final has yet to be determined and could be taken to the US in an attempt to build on the momentum created by the Rugby World Cup, which will take place there the previous year.
Qatar Airways' sports sponsorship portfolio
Qatar Airways has an extensive portfolio of sports sponsorship and was the title sponsor of last year’s British & Irish Lions tour to Australia. It is also Fifa’s official partner in a deal that involves it giving Gianni Infantino, the football governing body’s president, use of one of its private jets. The airline also has deals with Paris Saint-Germain, Inter, Formula One and basketball’s Brooklyn Nets. The Six Nations declined to comment.
