Qatar Airways has secured an impressive deal worth up to £80 million (approximately FJ $228.4 million) to become the title sponsor of the Nations Championship, underlining rugby union’s ambitions to attract investment from the Middle East. This agreement comes just weeks after Qatar was announced as the host for the tournament’s second finals series in 2028.

The eight-year sponsorship deal will encompass the qualifying matches and finals series for the first four editions of the Nations Championship, which will run from 2026 until 2034. Qatar Airways, fully owned by the Qatari government, is investing significantly in rugby, building on their recent title sponsorship of the British and Irish Lions tour to Australia.

This push into rugby by Qatar is seen as a response to its neighboring country, Saudi Arabia, which has emerged as a dominant force in football following its successful bid to host the 2034 World Cup and numerous sponsorship arrangements with FIFA. While Saudi Arabia has made significant strides in other sports such as boxing and Formula One, it has yet to secure similar investments in rugby.

The inaugural Nations Championship is set to begin next year as a collaboration between the Six Nations and SANZAAR (South Africa, New Zealand, and Australia Rugby) with support from World Rugby. This innovative tournament structure will feature matches between Six Nations teams and SANZAAR nations, as well as Japan and Fiji, leading to a climactic final series. The finals will take place in a single city; Doha will host the six playoff matches in 2028 following the first edition in London next year.

While Qatar initially aimed to host the first four Nations Championship finals, that request was declined by Irish and French unions due to concerns over attendance and human rights issues in the country. However, a heads-of-terms agreement reportedly includes an option for Qatar to host the event again in 2030 or 2032, contingent on meeting certain revenue targets.

Despite the recent setback in securing all initial finals, the announcement of Qatar Airways as a headline sponsor elevates the commercial status of the Nations Championship. This deal surpasses all current sponsorship values in world rugby, significantly outperforming the £12 million sponsorship value of the Guinness Six Nations, which covers both men’s and women’s competitions.

The involvement of a global brand like Qatar Airways is essential for the Nations Championship, as it positions the new tournament as a significant player on the international rugby landscape. As the discussions between the Six Nations and SANZAAR continue regarding revenue distribution and prize money, the future looks promising for both the Nations Championship and rugby union as a whole.

This bolstered support from commercial partners not only aims to enhance the competition’s profile but also creates exciting new opportunities for fans and players alike, indicating a bright future for rugby on the global stage.