Key Takeaways
- Qatar Airways United, developed with Rio Ferdinand, will provide underserved youth access to major sporting events through 2026
- The program debuted at the Milan Derby with visually impaired children from underserved communities
- A separate female-empowerment initiative partners with BWT Alpine F1 Team and Carmen Jorda to create pathways for women in motorsport and aviation
- Upcoming activations include the Qatar Grand Prix, UEFA Champions League Final in London, and FIFA World Cup 26 Final in New York
- Qatar Airways is integrating social impact programming across its sports sponsorship portfolio spanning football, F1, MotoGP, and more
Youth Access Through Qatar Airways United
Qatar Airways has introduced Qatar Airways United, a youth development program built in collaboration with former England defender Rio Ferdinand. The initiative provides children from underserved communities with access to world-class sporting events paired with educational activities.
The program launched at the Milan Derby at San Siro, where visually impaired children attended a full matchday experience. The airline plans to continue activations at marquee events through 2026.
“Sport has a unique ability to open doors for young people from every walk of life,” said Qatar Airways Group Chief Executive Officer Engr. Badr Mohammed Al-Meer. “We believe that every young person, no matter where they come from, has the chance to create and achieve greatness.”
Event Calendar Spans Global Football and Motorsport
The next Qatar Airways United activation will take place at the Qatar Grand Prix, where children supported by Education Above All will receive behind-the-scenes access and trackside viewing.
Additional scheduled events include:
- Paris Saint-Germain vs Olympique de Marseille in February
- UEFA Champions League Final in London
- FIFA World Cup 26 Final in New York
Each event will combine live sports access with tailored educational programming for participants.
Female Empowerment in F1 and Aviation
Alongside the youth initiative, Qatar Airways has expanded its partnership with the BWT Alpine Formula One Team to include a female-empowerment program. Carmen Jorda, who heads Alpine’s F1 Academy entry and serves as a Qatar Airways ambassador, leads the effort.
The project connects Alpine’s driver development pathway with Qatar Airways’ aviation expertise to create opportunities for women across both industries.
“We are proud to announce the renewal of our multi-year partnership with Qatar Airways,” said BWT Alpine Formula One Team Global Marketing Director Guy Martin. “The inclusion of our F1 Academy entry and welcoming Carmen onboard reflects our shared dedication to empowerment.”
Jorda added that she looks forward to “female-driver mentorship initiatives within the F1 Academy” and community outreach programs highlighting the airline’s focus on access and opportunity.
Broader Sports Portfolio Context
Qatar Airways maintains partnerships across a wide range of global sports properties, including Al Sadd Sports Club, Paris Saint-Germain, UEFA Champions League, Inter Milan, Premier Padel, MotoGP, FIA World Endurance Championship, AFC, and FIFA tournaments.
The airline is also enhancing live sports streaming through Starlink connectivity on flights.
Looking Ahead
With Qatar Airways United scheduled to run through 2026 and the Alpine partnership embedded across the F1 calendar, the airline is building programming that extends beyond traditional sponsorship visibility. Both initiatives focus on access, whether for underserved youth attending elite sporting events or for women pursuing careers in motorsport and aviation.
For youth sports executives, the approach offers a template for how global brands are structuring sponsorship investments around measurable social outcomes rather than logo placement alone.
via: Sports Mint Media
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