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- Deal was reached as early as January 2025 but is unsigned
- Qatar set to host at least one finals in 2028
- Sponsorship set to be formalised by November
Qatar Airways’ UK£80 million (US$105.36 million) title sponsorship of rugby union’s Nations Championship has reportedly been paused due to ongoing conflict in the Middle East.
A deal between the airline and the new competition was first touted two years ago, with an eight-year agreement expiring in 2034 understood to have been reached as early as last January.
However, The Guardian says no contracts have yet been signed with just over a week before the first fixtures take place.
The newspaper adds that although the company remains committed to the deal, figures within the Qatari government believe it would be “inappropriate” to announce a new global sponsorship given wider geopolitical and economic uncertainty in the region caused by US military action against Iran.
It is now expected that the three rounds of fixtures in the autumn, which will be held in the Northern Hemisphere, will be the first to be activated by Qatar Airways.
Qatar’s interest in the new biennial competition, which replaces the previous system of bilateral test matches in July and November, has remained strong.
The government had wanted to host the first four finals of the event in exchange for guaranteed returns of UK£800 million (US$1.05 billion). However, this was blocked by unions concerned about low attendances in a non-traditional rugby playing country and Qatar’s human rights record.
Instead, the 2026 finals will be held at Twickenham Stadium in London – a move designed to maximise attendances and the commercial appeal of the inaugural tournament. Indeed, the Nations Championship provides structure and revenue to a sport that has lacked both in recent times, with revenues for the first two tournaments reportedly projected at about UK£500 million (US$658.3 million).
With that in mind, Qatar’s interest has proved too lucrative to ignore entirely. In addition to Qatar Airways’ sponsorship, the country will host the 2028 finals, with the 2030 edition expected to be staged in North America. There is also an option for Qatar to reprise its role in 2032.
Qatar Airways’ absence from the opening three rounds of fixtures is not expected to have an immediate financial impact on the competition given the tournament, which is a joint-venture between Six Nations Rugby and its Southern Hemisphere counterpart Sanzaar, has already secured significant media rights deals.
In the UK, all matches will be available on ITV as part of a UK£90 million (US$118.5 million) deal while French broadcaster TF1 has secured a similar arrangement in France. The Nations Championship will therefore enjoy both the financial benefits of lucrative rights deals and wide exposure on free-to-air (FTA) television that is necessary to bring in sponsors and viewers.
Qatar Airways was the title sponsor of the British & Irish Lions’ tour of Australia last year and is also a partner of European Professional Club Rugby (EPCR). Beyond rugby it has deals with Uefa, Fifa and is the shirt sponsor of Paris St Germain.
SportsPro has approached Six Nations for comment.
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