Rival company to replace major Formula 1 sponsor

One of Formula 1’s biggest sponsorship deals reached the end of its contract as the end of the 2022 season.

Formula 1 are not set to renew their major sponsorship deal with Emirates, with the previous deal expiring at the end of the 2022 season which was won by Max Verstappen and Red Bull.

Emirates have a strong influence in sport, with their presence in football increasing year after year, with their logo now part of the shirt designs for Arsenal, AC Milan, Real Madrid, Benfica and Lyon to name a few.

RacingNews365.com has revealed that Formula 1 were asking for the current deal of $25m per year to be doubled, a demand which Emirates declined and therefore the partnership will not be renewed.

The Emirates logo had become commonplace in F1 since their sponsorship of the sport began in 2013, with fan zones and trackside adverts often featuring the airline’s logo.

READ: ‘It’s mega’: New Ferrari boss makes FIA demand over Red Bull ‘cheating’

It has been rumoured that F1 will replace the Emirates deal with another airline company, with Qatar Airways reportedly set to step into the void left by their rival company.

The sport raced in Qatar for the first time in 2021 and after a year away last season the Qatar Grand Prix will return in 2023.

The influence of Qatar in sports is growing year after year, with the FIFA World Cup being held in the nation late last year, sparking controversy from football fans all around the world who believed that Qatar had ‘bought’ the tournament.

READ: Max Verstappen ‘can drive an impossible car’ better than anyone else

Article continues below

The Qatar Grand Prix received mixed receptions in 2021, as the race took place at a temporary venue as the state-of-the-art racing complex was, and still is, yet to be completed.

A deal with Qatar Airways would make sense for F1, as Formula 1 CEO Stefano Domenicali has previous dealt with the company during his time working for Lamborghini.

With the Formula 1 calendar featuring races in Bahrain, Saudi Arabia, Qatar and Abu Dhabi this year, it is not surprise that companies such as Qatar Airways from the Middle East are looking to invest in the sport, with the Abu Dhabi Grand Prix’s naming rights already owned by Etihad Airways.