The eight-year deal between Qatar Airways and the Nations Championship signifies rugby union’s strategic effort to attract investment from the Middle East, reflecting a broader sports industry trend.
With Qatar hosting the finals series in 2028, this collaboration highlights an important shift in global sports sponsorships, as Middle Eastern countries increasingly back diverse sporting events.
Qatar Airways' involvement as title sponsor of the Nations Championship, complemented by its prior sponsorship of the British and Irish Lions tour, illustrates a growing investment interest in rugby.
The inaugural Nations Championship will feature matches between Six Nations teams and Southern Hemisphere unions in a unique format, leading to a finals showdown in Doha.
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