What is a sports partnership?

A sports partnership is a strategic collaboration between a brand and a sports entity — such as a team, league, or event — to achieve marketing and business objectives.

How can sports partnerships benefit my brand?

They boost brand visibility, drive fan engagement, enhance brand credibility, and create emotional connections through association with teams and athletes fans love.

What types of sports partnerships are available?

You can partner with clubs, leagues, federations, tournaments, or even fan communities — across digital, broadcast, on-ground, or merchandising platforms.

Can I sponsor a specific region, sport, or audience segment?

Absolutely. We tailor partnerships to align with your target audience, whether that’s a local football league, global tennis tour, or a niche fanbase.

Do sports partnerships require large budgets?

Not always. We offer scalable options — from grassroots sponsorships to global campaigns — designed to fit a range of marketing budgets.

Qatar Airways Takes Sports Streaming to the Skies with IMG and Starlink Partnership

Sports, Speed, and 35,000 Feet of Streaming Glory

If you thought legroom was the biggest flex in premium air travel, Qatar Airways just changed the game—literally.

The airline has teamed up with IMG and Starlink to beam live global sports straight to your device mid-air. So, whether you're cruising over the Atlantic or gliding toward the Gulf, you can now catch every thrilling Formula 1® overtake, Champions League goal, or cricket six as it happens—in HD, on your phone, and without needing to awkwardly ask your seatmate for the score.

No more touchdown alerts five hours too late. No more boarding just as your team lines up a penalty. This is real-time, real-deal, fly-high sports.

Discover more ways brands win with sport ›

Starlink Brings the Speed, IMG Brings the Game

This isn't just about flashy tech—it’s a perfect fusion of ultra-fast satellite internet (cheers, Starlink) and elite sports content from IMG’s Sport 24 and Sport 24 Extra channels.

Together, they’re delivering everything from Wimbledon serves to NBA dunks and Club World Cup goals—seamlessly streamed to your smartphone, tablet, or laptop from 12,000 metres up.

Think of it as the ultimate red carpet for sports fans in the sky. And if you’re a brand with an eye on global audiences, it’s also an advertising runway built for take-off.

Check out how we help brands advertise in football, cricket, F1, and beyond ›

IMG x Qatar Airways - In-Flight Live Sports Streaming - World Sports Advertising

A Mile-High Audience with Their Eyes Glued to the Action

Here’s where it gets exciting for advertisers.

Qatar Airways isn’t just streaming sports—they’re hosting captive, premium, globally diverse audiences during long-haul flights. This isn’t just screen time. This is uninterrupted screen time, with zero distractions, and maximum engagement.

Your brand on a jumbotron is great. Your brand in front of a business-class exec mid-match? Now that’s brand building.

This is the new frontier of sports media, one where brands can engage fans mid-flight, mid-game, and mid-binge—all at once.

Get in touch to explore sports advertising on the ground and in the air ›

From the Tarmac to TikTok: Sports Content That Travels

With IMG curating content from their London HQ and Sport 24 streaming live broadcasts to Qatar Airways’ Boeing 777s and A350s, the global reach is sky-high—literally. And with top-tier events like:

UEFA Women’s EURO 2025
FIFA Club World Cup 2025™
The British Open
Formula 1® Grand Prix
MotoGP and IPL cricket

…every take-off is now a front-row seat to the world’s greatest sporting stages.

It’s also why legacy sports sponsorships are evolving, blending traditional media with live-stream integrations and influencer activations. Whether it’s on turf, track, court, or cloud—brands need to be where fans are. And fans, it turns out, are very much online at 35,000 feet.

Browse our sports verticals from Premier League to PGA ›

Why This Move Matters More Than You Think

Qatar Airways has long been a heavyweight in sports partnerships—think PSG, Formula 1®, RCB, Novak Djokovic, Brooklyn Nets. But with this rollout, they’re not just flying teams and trophies—they’re now delivering the action itself.

It’s a full-circle play: top-tier sponsorships on the ground, paired with next-gen content delivery in the sky.

For brands, that’s not just visibility. That’s omnipresence.

And when done right—with the right platform, audience, and placement—sports advertising becomes more than marketing. It becomes a memory.

Ready to Elevate Your Brand?

The world of sport is going places. Literally.

And if your brand’s still grounded in the old ways, it might be time to take off with us.

At World Sports Advertising, we connect ambitious brands with global audiences through sport—on the pitch, the screen, and yes, even in the skies.

Let’s talk sports and brand magic.

Want more stories like this?

Catch the latest sports news and insights, or explore how we help brands win in football, motorsport, basketball, cricket, and beyond.

Because the future of advertising isn’t just digital—it’s airborne.