Sponsorship Look Back: AS Roma's three-year sponsorship deal with Qatar Airways

DOHA-

In April 2018, Serie A club Associazione Sportiva Roma entered into a three-year sponsorship agreement with Qatar Airways.

It was described by the football club as “the largest the club has ever signed” though the actual financials were not made public. However, the agreement with Qatar Airways was reportedly worth €40M ($48.8M) for three seasons, according to Elvira Pollina of REUTERS.

The deal saw Qatar Airways become only the seventh shirt sponsor in Roma’s 90-year history. The first team played without a main sponsor since 2014, when the Roma Cares charity occupied the main space on the front of the club’s gameday shirts.

The deal will last until the end of the 2020-21 season, both parties announced.

Airline sponsorships are among the most valuable in sports. Having an airline as a sponsor, especially in world football, is viewed as a sign that your club is among the elite. Roma claim their deal with Qatar Airways is the largest-ever sponsorship deal signed by the club and one of the biggest ever agreed by an Italian soccer side.

Some other notable examples of clubs that have airline sponsors include Real Madrid, Paris Saint-Germain, AC Milan Arsenal, SL Benfica, Hamburg SV (Emirates Airlines); Manchester City, New York City FC, Melbourne City (Etihad Airways).

This season Roma have played in shirts without  a sponsor. That will change for their Champions League semifinal against Liverpool
Roma played most of the 2018 season in shirts without a sponsor. (AFP Photo/MIGUEL MEDINA)

The deal became public a day before Roma’s biggest games for decades, the first leg of a Champions League semi-final against Liverpool at Anfield. The team’s shirts for that match (the secondary white shirt) were the first time the sponsorship was carried.

“We are delighted to announce this historic partnership between AS Roma and Qatar Airways, two great brands with global ambitions,” said Roma’s president Jim Pallotta.

“Today’s announcement is the result of discussions behind the scenes for more than eight months with Qatar Airways… and comes at a significant time in the club’s history, on and off the pitch.”

“With a new stadium due to begin construction late this year and the team in the Champions League semi-final for the first time for 34 years, it’s an exciting time to be a Roma fan. He added that the club would “be proud to wear the Qatar Airways name on our shirts.”

Qatar Airways’ boss, Akbar Al-Baker, said: “We are very pleased to announce this new partnership, which will see Qatar Airways become the official shirt sponsor of AS Roma through the 2020-21 season. “AS Roma is one of the most successful and well-known football clubs in the world.”

Commercial Ties Between the Countries

The deal was entered into at a time that there were increased commercial ties between Doha and Rome. For example, in October 2017, Qatar Airways purchased a 49 percent stake in private airline Meridiana, which has now been rebranded as Air Italy.

An Expanding Sports Portfolio

The sponsorship agreement with Roma was the latest in an increasing line of sporting sponsorships announced by the 100 percent state-owned Gulf airline.

The airline is also one of the shirt sleeve sponsors on Bayern Munich’s kit as well as the German giant’s official airline.

Qatar Airways also sponsors local club Al Sadd, whose captain is former Barcelona legend Xavi Hernandez, and will be a FIFA sponsor of the 2022 Qatar World Cup.

It has also ventured into other sports, including a sponsorship deal with Aussie Rules Football club, Sydney Swans.

Qatar Airways was the shirt sponsor for Barcelona — the team Roma knocked out in the 2018 Champions League quarter-finals — for three years, in a commercial agreement which ended in 2017. That deal paid Barcelona $45 million per year. For some Barcelona supporters, it proved controversial because of Qatar’s human rights record, particularly with regards to migrant labourers helping prepare for the 2022 World Cup in Doha. Qatar Airways has also been criticised for its treatment of workers, notably by the International Labour Organisation for “discrimination” against female staff. When the sponsorship agreement ended, Barcelona’s entered into its current sponsorship with the Japanese electronic commerce and online retailing company Rakuten.

More About Qatar Airways

Qatar Airways is the national airline of the State of Qatar and one of the aviation industry’s big success stories. Operations began in 1994 when the airline was a small regional carrier serving a handful of routes. The airline was re-launched in 1997 under the mandate of His Highness The Father Emir, Sheikh Hamad bin Khalifa Al Thani, who outlined a vision to turn Qatar Airways into a leading international airline with the highest standards of service and excellence.

Qatar Airways has since become one of the fastest growing carriers in the history of aviation with unprecedented expansion averaging double digit growth year on year.
The airline has developed under the dynamic leadership of Group Chief Executive, His Excellency Mr. Akbar Al Baker, appointed in 1997, who has been instrumental in turning Qatar Airways into an award-winning carrier and the best in the world.
Under Mr. Al Baker’s stewardship, Qatar Airways has matured into a leading force in regional and global aviation, earning many admirers around the world for its excellent standards of service.

The airline operates 206 aircraft to more than 160 destinations worldwide.

Qatar Airways A350-1000 | Photo: Qatar Airways

The Official Cheese of Real Betis Balompié: Quesería Dehesa Dos Hermanas

La expansión de la marca Betis es una realidad, en particular a nivel internacional, pero al mismo tiempo nunca se olvidan sus raíces. | Real Betis’ expansion of its brand is a reality, but the club doesn’t forget its roots.

Club has two-year partnership with regional cheesemaker.


Anyone who has spent time in Spain knows that cheese is serious business. For that matter, all cuisine is taken seriously.

Real Betis Balompié found a way to tap into that rich culinary mindset.

While continuing to expand its brand on an international level, Real Betis is mindful of not forgetting its roots. Prior to the launch of the 2019 season, the Sevilla club added another Andalusian partner, Quesería Dehesa Dos Hermanas. Under the terms of the sponsorship, the quesería will be the official cheese provider for Real Betis for the next two years, to 2021. The artisan cheese maker will have its cheeses served in the premium sections of the Estadio Benito Villamarín and at selected Real Betis events.

Quesería Dehesa Dos Hermanas en su apuesta comercial por ser el Queso de Andalucía ha considerado al Real Betis como un equipo que ejemplifica la filosofía de la quesería, “gustar a todo el mundo y ser un modelo referente para Andalucía”.

Quesería Dehesa Dos Hermanas will also be a sponsor for the other Real Betis sports teams, including the women’s football team, as well as the Real Betis basketball and fusal teams. The company’s cheese wil be available for purchase in the stands as well as boxes at the Estadio Benito Villamarin for members (socios) and season ticket holders.

“Somos un club orgulloso de ser andaluz y para nosotros es una satisfacción unirnos a otra firma andaluza con la que nos sentimos identificados porque ha logrado el reconocimiento en casa y fuera de ella gracias a la calidad de sus productos”.

Ramón Alcarcón, Head of Commercial, Real Betis

The head of commercial at Real Betis, Ramón Alarcón, believes that the partnership is a very valuable one. “The expansion of the Betis brand is a reality. At an international level it continues to grow, but that doesn’t mean we are forgetting our roots.” he said. “We’re proud of being an Andalusian club and for us it’s rewarding to partner with another Andalusian firm with whom we identify because they have become reknowned at home and beyond for the quality of their products.”

“It is a strong commercial bet for our brand, we believe that football and Real Betis are two strong lines that will positively impact us in the market as an Andalusian brand and as the best sheep cheese manufactured in our own farm in Santa Barbara de Casa, Huelva,” said the CEO of Dehesa Dos Hermanas, Pepe Mateu.

Mateu stressed that the sponsorship exemplifies perfectly the philosophy of the cheesemaker, which has won various awards in Andalucía. “We want to be the cheese of all Andalucians, and thanks to Real Betis, with this commercial support, we will reach all the Betis fans and homes of Andalucía.” He added, “It’s a cheese to share with family, enjoy with friends and even better if it’s with a Real Betis victory!”

“Queremos ser el queso de los andaluces y andaluzas y, gracias al Real Betis Balompié, con esta fuerte apuesta comercial llegaremos a todos los aficionados béticos y a los hogares de Andalucía, porque es un queso para compartir en familia, disfrutar con amigos? y mejor todavía si es con una victoria del Real Betis”.

Pepe Mateu, Owner, Quesería Dehesa Dos Hermanas

Mateu expained that one of the company’s objectives is to position themselves as one of the best cheesemakers in Andalucía, in Spain and the World. They already have won awards as the producer of the best sheeps’ cheese in the region. (Dehesa Dos Hermanas owns a farm with more than 15,000 sheep) He added that the colours of the company, which packages its cheeses in a green box, just so happens to align well with the green and white of Betis.


Oct. 21, 2019 – Los entrenadores de los primeros equipos del Real Betis Balompié, Coosur Real Betis, Real Betis Féminas, Real Betis Futsal (Rubí, Curro Segura, Antonio Contreras y Juan Antonio Miguel García (Juanito),..) ofrecieron el pasado jueves una charla coloquio sobre la gestión de grupos y líderes en la alta competición. El encuentro organizado por el Club de Negocios Betis Experience, tuvo lugar en la zona lounge de la Ciudad Deportiva Luís del Sol. Dehesa Dos Hermanas como proveedor Oficial del Real Betis pertenece junto a diferentes empresas, profesionales y responsables a este grupo que fomenta las actividades empresariales, reuniones, actividades lúdicas y jornadas de formación entre sus componentes.

Inter Miami linked with major sponsorship

MIAMI, Fla. (January 20, 2020) —

BREAKING: Inter Miami is currently the only club in MLS without a shirt sponsor for the 2020 campaign but the lack of a sponsor is likely to end very soon. Sources expect a major agreement to be announced in the next few days.

Read more about this over on Inter Miami Hoy.


Inter Miami's players have unique hydration needs. Fortunately they now have an official sports drink.

MIAMI, Fla (January 15, 2020) —

BODYARMOR Sports Drink today announced a multi-year partnership with Inter Miami CF, establishing the brand as the team’s “Official Sports Drink” starting this upcoming 2020 Major League Soccer season. Details about this new agreement can be found on Inter Miami Hoy by clicking on the link below or by going to intermiamihoy.com.

“BODYARMOR is America’s new leader in sports hydration and they are a great fit for Major League Soccer – the League for a new North America,” said MLS senior VP of Business Development Carter Ladd in statement.

“BODYARMOR believes in the future of Major League Soccer and is committed to joining us in our ongoing efforts to elevate soccer’s popularity to even higher levels in North America. BODYARMOR’s rise and momentum mirrors that of MLS, and we are excited to kick off the partnership at the Leagues Cup final and look forward to working with them for many years to come.”

A premium sports drink with potassium-packed electrolytes, antioxidants and coconut water made with no artificial flavors, sweeteners and no colors from artificial sources, BODYARMOR is now the No. 2 sports drink sold in US convenience stores nationwide and on track to eclipse $700 million in retail sales by the end of 2019.

Liga dos ricos | Barça à frente do Real Madrid e agora é o clube de futebol com a maior renda do mundo

Os culés aumentaram sua rotatividade em 21,7% na temporada 2018/19

Real Madrid desce para a segunda posição no ranking elaborado pela Deloitte

BARCELONA (3a feira-14 de janeiro de 2020) —

Do ponto de vista do futebol, o Futbol Club Barcelona não se diverte após ser derrotado na semifinal da Supercopa da Espanha e com a demissão do técnico Ernesto Valverde. Mas, do ponto de vista econômico e financeiro, o clube catalão vive uma de suas melhores etapas.

Segundo o estudo da Football Money League, preparado pelo consultor Deloitte, o Futbol Club Barcelona acaba de se tornar o clube de futebol com mais renda no mundo, superando, assim, seu eterno rival: o Real Madrid.

Segundo este relatório da consultoria Deloitte, os catalães aumentaram seu faturamento em 21,7% na temporada 2018/19, atingindo vendas no valor de 840,8 milhões de euros. A Deloitte atribui esse aumento de receita de Barcelona à mudança de seu foco comercial em atividades como merchandising e licenciamento. Aponte especificamente:

“Reconhecendo o poder de sua marca, o clube assumiu maior controle de suas operações, em vez de confiar em terceiros para esses serviços”.

TOP 3 CLUBES DE FUTEBOL COM MAIS RENDA (2020)

_Dados Apresentados por Reason Why de Deloitte

  1. FC Barcelona, 840.8 €
  2. Real Madrid CF, 757.3 €
  3. Manchester United FC, 711,5 €

Enquanto isso, o Real Madrid mal viu sua receita crescer 0,9%, para 757,3 milhões na primeira temporada sem Cristiano Ronaldo. A terceira posição na classificação de riqueza econômica de acordo com a Deloitte é mantida pelo Manchester United, com vendas de 711,5 milhões, a quarta é para o Bayern de Munique, enquanto o PSG ocupa o quinto lugar no Manchester City.

Um grande negócio

Pode-se concluir que os negócios em torno do futebol continuam a crescer sem parar. De fato, os 20 clubes com maior faturamento do mundo excederam 9,2 bilhões de euros em receita na última temporada. Isso representa um crescimento anual de 12% e estabelece um novo recorde histórico.

Para ler mais deste estudo, siga o link aqui: Deloitte Football Money League

Liga de los ricos | El Barça adelanta al Real Madrid y ahora es el club de fútbol con más ingresos del mundo

  • Los culés han aumentado su facturación un 21,7% en la temporada 2018/19 
  • El Real Madrid baja a la segunda posición del ranking elaborado por Deloitte

BARCELONA (el 14 de enero de 2020) —

De la perspectiva futbolística, el Fútbol Club Barcelona no pasa por un buen momento después de haber sido derrotado en la semifinal de la Supercopa de España, y la destitución del técnico Ernesto Valverde. Pero desde el punto de vista económico y financiero, el club catalán vive una de sus mejores etapas.

Según el estudio Football Money League, elaborado por la consultora Deloitte, el Fútbol Club Barcelona acaba de convertirse en el club de fútbol con más ingresos del mundo, superando así a su eterno rival: el Real Madrid.

Según este reporte de la consultora Deloitte, los culés han aumentado su facturación un 21,7% en la temporada 2018/19, hasta alcanzar ventas por valor de 840,8 millones de euros. Deloitte atribuye esta subida de ingresos del club azulgrana al cambio en su enfoque comercial en actividades como el merchandising y la concesión de licencias. En concreto apuntan: 

“Reconociendo el poder de su marca, el club ha tomado un mayor control de sus operaciones, en lugar de depender de terceros para estos servicios”.

TOP 3 CLUBS DE FÚTBOL CON MÁS INGRESOS (2020)

_Data Presented by Reason Why from Deloitte

  1. FC Barcelona, 840.8 €
  2. Real Madrid CF, 757.3 €
  3. Manchester United FC, 711,5 €

El Real Madrid, por su parte, apenas ha visto crecer sus cuenta de ingresos un 0,9% hasta los 757,3 millones en la primera temporada sin Cristiano Ronaldo. La tercera posición en la clasificación de riqueza económica según Deloitte la conserva el Manchester United con unas ventas de 711,5 millones, la cuarta es para el Bayern de Munich mientras el PSG arrebata al Manchester City la quinta posición.

Un negocio enorme

Se puede concluir que el negocio que rodea al fútbol sigue creciendo de forma imparable. De hecho, los 20 clubes con mayor facturación del mundo superaron los 9.200 millones de euros en ingresos durante la pasada temporada. Esto supone un crecimiento interanual del 12% y marca un nuevo récord histórico.

Para leer más de este estudio sigue en ella e aquí: Deloitte Football Money League