There will be excitement across multiple sporting organisations at the news that Qatar Airways will be starting a daily service between Dublin and Doha in 2017.
The airline has a long historic involvement with sport having been the first commercial sponsor of Barcelona and using sport as a means to build affinity in local markets.
According to a Qatar Airways spokesperson “Qatar Airways proudly supports a range of exciting international and local initiatives dedicated to enriching our global community.”
“An essential part of our marketing strategy, sponsorship assists us in expanding brand visibility and establishing lasting and loyal relationships with our customers.”
Qatar will host the FIFA World Cup in 2022 and in Aspetar it has established the world’s leading sports science and recovery centre.
The airline is a highly visible statement of the country’s position in the world and state ownership ties it ever closer to the ambition of Qatar to be seen as a global centre for sport.
It already has linked to Ireland in terms of being a 20 per cent stakeholder in IAG, the owners of Aer Lingus.
Irish sport has benefited greatly from middle east airline sponsorship in the past with Etihad Airways the longest serving partner of the GAA since 2008 and expanding its commitment in recent years to include the Etihad Sky Tour at Croke Park and the GAA World Games.
Emirates became major sponsors in Golf and Horse Racing while establishing its route and services to Dubai and it is likely that Qatar Airways will also look to sport for an involvement in the local community in Ireland.
In August this year the brand became a partner of the Sydney Swans in Australia with Qatar Airways Group Chief Executive Officer, His Excellency Mr. Akbar Al Baker saying at the time “Qatar Airways has long supported some of the best sports clubs and events in the world.”
“We strongly believe in connecting with our global travellers through their passion for sport, and have been looking for the right partner for Qatar Airways in Australia’s sports arena.”
It is not a fast game, Qatar started services to Australia in 2009, but the principle of building relationships through sporting passion is firmly established within the company culture and with services to Doha now confirmed it promises to be an interesting new potential partner for Irish sport.
