Fresh from announcing BKT as the headline partner of the Northern United Rugby Championship, the tournament doubled down in style at the weekend with the announcement that Qatar Airways is to become its Official Airline Partner.
In a sign of positive growing collaboration between Rugby properties, it will also become the Official South African Airline Partner for European Professional Club Rugby, the force behind the Heineken Champions Cup and the EPCR Challenge Cup.
This is a strong positive sign for the URC in particular which is making the most of the additional heft of the South African presence to stake a bigger claim in rugby hearts and minds than might ever have been the case in the days of the Celtic League, the PRO 12, 14 and 16.
Legacy
Qatar is in the midst of final preparations to host the FIFA World Cup and landing on Rugby as one of the core sports that will deliver long legacy from this is important for the sport.
Sport for Business was one of a small number of publications invited to Qatar this weekend to meet with Qatari officials and rugby administrators and we will have a significant body of original content coming out over the coming days and weeks.
Speaking in the stunning First Class Lounge at Hamad International Airport, on Sunday, Qatar Airways CEO His Excellency Mr Akbar Al Baker, said: “At Qatar Airways, we bring the world and communities together – through travel, of course, but also through sport.”
“Today, we continue that mission by providing greater access to fans to watch their favourite teams compete, and supporting URC players and coaches and South African teams competing in EPCR competitions as they make cross-hemisphere trips via Doha to match destinations.”
“Our league has greatly broadened its horizons in the past 12 months and we are honoured that Qatar Airways have become one of our key partners,” added URC CEO Martin Anayi.
“Travel is at the heart of all of our competitions and this partnership will allow us to tap into the incredible expertise and knowledge available at Qatar Airways as they support our teams and fans on their journeys to some of the biggest games of the season.”
Qatar Airways are also partnering with SA Rugby as an associate sponsor of the competition in the southern hemisphere and their involvement was welcomed by Jurie Roux, Chief Executive Officer of SA Rugby.
“I have no doubt that Doha will become a very familiar and welcoming staging post for all our teams and staff. We are delighted to welcome Qatar to the family and to share this amazing new rugby journey literally and figuratively with them over the coming years.”
Finally, Anthony Lepage, Chief Executive Officer of EPCR, added “We are very pleased to welcome Qatar Airways as our South African Airline Partner and enter into this partnership alongside the URC.”
“As we welcome five South African clubs into the Heineken Champions Cup and EPCR Challenge Cup, the support from Qatar Airways will be key in helping players and coaches travel to face new competition from clubs in England and France.”
“We are entering a new global phase of our competitions and Qatar Airways will play a key part in delivering the pinnacle of club rugby competitions to more audiences than ever before.”
Growing the Game
As part of the partnership, Qatar Airways will support the BKT URC (URC) and EPRC in growing the game globally and will soon be offering URC all-inclusive Travel Packages with Flights, hotels and match tickets.
Rugby is one of the fastest growing sports in the United States and across Africa, Asia, and the Middle East for both men and women.
It now takes its place in one of the world’s most extensive sponsorship portfolios.
Qatar Airways is a leading global football supporter including FIFA World Cup Qatar 2022™, Paris Saint-Germain, FC Bayern München, Concacaf, and CONMEBOL.
Additionally, Qatar Airways is the official airline of The Ironman and Ironman 70.3 Triathlon Series, GKA Kite World Tour and multiple equestrian, padel, squash, and tennis events.
