Qatar Airways has secured a landmark title sponsorship deal with rugby’s Nations Championship, valued at up to £80 million (approximately FJ $228.4 million). This agreement marks a significant investment from the Middle Eastern nation into rugby, mirroring its efforts in other sports following its success with the 2022 FIFA World Cup.

The eight-year agreement spans the first four tournaments from 2026 to 2034. As part of this deal, Qatar will host the finals series in 2028, further solidifying its commitment to rugby. Recently, Qatar Airways also announced its sponsorship of the British and Irish Lions tour to Australia, indicating a broader strategy to harness the growing popularity of rugby.

Qatar’s foray into rugby comes amid heightened competition from Saudi Arabia, which has made immense strides in football and other sports through aggressive investments. As Saudi Arabia continues to increase its presence in various sporting events, including the upcoming 2034 World Cup, Qatar’s move aims to ensure it remains a prominent player on the international sports stage.

The inaugural Nations Championship, set to kick off next year, will feature a unique structure consisting of matches between teams from the Six Nations and SANZAAR, with additional teams expected to include Japan and Fiji. The final series will be concentrated in Doha for the 2028 event, following the first edition scheduled in London.

Meanwhile, discussions are ongoing concerning revenue sharing and prize money allocation between the Six Nations and SANZAAR, which adds to the anticipation surrounding the tournament’s inaugural edition. Qatar Airways’ sponsorship stands to significantly enhance the commercial profile of the Nations Championship, eclipsing previous sponsorship values in rugby.

This partnership is not only expected to raise the competition’s profile but also open new opportunities for fans and athletes, promising a bright future for rugby on both a local and global scale. The involvement of Qatar Airways, a globally recognized brand, is poised to elevate the Nations Championship to new heights, reinforcing the sport’s growth trajectory in the years to come.