Qatar Airways is expanding its purpose-led sports strategy with two major initiatives spanning football and Formula 1. The airline has launched Qatar Airways United, a youth development programme built with former England defender Rio Ferdinand, while also unveiling a new female-empowerment collaboration with the BWT Alpine Formula 1 Team and Carmen Jorda. These parallel projects mark a clear evolution in the airline’s global sponsorship portfolio, placing long-term social impact at the centre of its sports investments.
Qatar Airways United debuted at the Milan Derby at San Siro, where visually impaired children from underserved communities were hosted for a full matchday experience. Developed with Ferdinand, the programme will run across key global events through 2026, giving young people direct access to world-class football and motorsport alongside tailored educational activities.
Qatar Airways Group Chief Executive Officer, Engr. Badr Mohammed Al-Meer said, “Sport has a unique ability to open doors for young people from every walk of life. We are proud to support programmes like this one, which use the power of sport to create connection, unity and real impact. We believe that every young person, no matter where they come from, has the chance to create and achieve greatness. This program equips the next generation with the skills and tools to enable them to pursue excellence in their chosen paths, and we are pleased to be part of it.”
The next activation will take place at the Qatar Airways Qatar Grand Prix, where children supported by Education Above All will be offered behind-the-scenes access and trackside viewing. Additional touchpoints include Paris Saint-Germain vs Olympique de Marseille in February, the UEFA Champions League Final in London, and the FIFA World Cup 26 Final in New York.
Alongside the youth initiative, Qatar Airways has expanded its partnership with the BWT Alpine Formula One Team to introduce a new female-empowerment programme led by Carmen Jorda, who heads Alpine’s F1 Academy entry and serves as an ambassador for the airline. The project connects Alpine’s driver pathway with Qatar Airways’ aviation expertise to create opportunities for women across both sectors.
BWT Alpine Formula One Team Global Marketing Director, Guy Martin, said, “We are proud to announce the renewal of our multi-year partnership with Qatar Airways on the eve of the Qatar Grand Prix. Working with such a distinguished global carrier, whose dedication to excellence and diversity aligns closely with our own values, is a real honour. The inclusion of our F1 Academy entry and welcoming Carmen onboard reflects our shared dedication to empowerment.”
Head of Alpine F1 Academy, Carmen Jorda, added, “I’m honoured to lead female-driver mentorship initiatives within the F1 Academy together with Alpine. I look forward to working with Qatar Airways and taking part in events close to global racing audiences and travellers, as well as community outreach programmes that highlight the airline’s commitment to empowerment and excellence.”
Qatar Airways’ broader sports strategy continues to grow across global 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, strengthening the connection between aviation and sport.
Together, the youth and female-empowerment programmes show Qatar Airways repositioning its sponsorship assets as engines for access, opportunity and mobility. With Qatar Airways United active through 2026 and the Alpine partnership embedded across the F1 calendar, the airline is building a multi-sport empowerment framework that moves beyond commercial visibility and into long-term social impact.
