Qatar Airways Launches Youth and Women’s Empowerment Programs Across Football and F1 – Youth Sports Business Report

Report on Qatar Airways’ Purpose-Led Sports Strategy and Alignment with Sustainable Development Goals

Executive Summary

This report analyzes Qatar Airways’ strategic shift in its sports sponsorship portfolio, focusing on the integration of initiatives designed to advance the United Nations Sustainable Development Goals (SDGs). The airline has launched two primary programs: “Qatar Airways United,” a youth development initiative, and a female empowerment partnership with the BWT Alpine Formula One Team. These programs leverage the airline’s extensive sports partnerships to promote SDG 4 (Quality Education), SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), and SDG 10 (Reduced Inequalities), executed through a framework aligned with SDG 17 (Partnerships for the Goals).

Qatar Airways United: Promoting Reduced Inequalities and Quality Education (SDG 10 & SDG 4)

In collaboration with former professional footballer Rio Ferdinand, Qatar Airways has launched “Qatar Airways United,” a program designed to provide youth from underserved communities with access to major sporting events. This initiative directly addresses SDG 10 by working to reduce inequalities in opportunities for marginalized youth.

Key Activities and SDG Alignment

• Inaugural Event: The program debuted at the Milan Derby, providing a full matchday experience for visually impaired children. This action specifically targets inequality by ensuring access for persons with disabilities.
• Educational Component: Each event activation is paired with educational activities, contributing to SDG 4 by promoting inclusive and equitable quality education and lifelong learning opportunities outside traditional classroom settings.
• Future Activations: The program is scheduled to continue through 2026, with a calendar of events designed to maximize impact.

Scheduled Program Events

1. Qatar Grand Prix: Providing behind-the-scenes access for children supported by Education Above All.
2. Paris Saint-Germain vs Olympique de Marseille Match
3. UEFA Champions League Final in London
4. FIFA World Cup 26 Final in New York

Female Empowerment Initiative: Advancing Gender Equality and Economic Growth (SDG 5 & SDG 8)

Qatar Airways has expanded its partnership with the BWT Alpine F1 Team to launch a female-empowerment program. Led by F1 Academy driver and airline ambassador Carmen Jorda, the initiative aims to create professional pathways for women in motorsport and aviation, two industries where women are historically underrepresented.

Strategic Objectives and SDG Contributions

• Alignment with SDG 5 (Gender Equality): The program is explicitly designed to empower women and girls by creating tangible opportunities in high-skill sectors, fostering mentorship initiatives, and promoting female role models.
• Contribution to SDG 8 (Decent Work and Economic Growth): By connecting Alpine’s driver development pathway with Qatar Airways’ aviation expertise, the initiative supports full and productive employment and decent work for women, contributing to inclusive and sustainable economic growth.

Strategic Framework: Leveraging Partnerships for the Goals (SDG 17)

The foundation of Qatar Airways’ social impact strategy is its reliance on multi-stakeholder collaborations, a core principle of SDG 17. The airline is integrating these purpose-led programs across its entire sports sponsorship portfolio, which includes partnerships with leading global entities.

Portfolio of Partnerships

• Football: FIFA, UEFA, Paris Saint-Germain, Inter Milan, Al Sadd Sports Club, AFC
• Motorsport: BWT Alpine F1 Team, MotoGP, FIA World Endurance Championship
• Other Sports: Premier Padel

This approach demonstrates a shift from conventional brand visibility to a model where corporate sponsorships are leveraged as a mechanism to achieve measurable social outcomes aligned with the global development agenda.

Conclusion

Qatar Airways is implementing a comprehensive, purpose-driven sports strategy that directly supports key Sustainable Development Goals. By focusing on youth inclusion, reducing inequalities, and promoting gender equality, the airline is establishing a new standard for corporate social responsibility within the sports industry. The initiatives serve as a model for how global brands can utilize their platforms and partnerships to generate positive social impact and contribute to the 2030 Agenda for Sustainable Development.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

1. SDG 4: Quality Education
   • The article mentions that the “Qatar Airways United” initiative provides children from underserved communities with access to world-class sporting events paired with “educational activities.” Each event is designed to combine live sports access with “tailored educational programming for participants,” which directly connects to the goal of providing inclusive and equitable quality education.
2. SDG 5: Gender Equality
   • A significant part of the article is dedicated to a “female-empowerment initiative” in partnership with the BWT Alpine F1 Team and Carmen Jorda. The program aims to “create pathways for women in motorsport and aviation” and includes “female-driver mentorship initiatives.” This directly addresses the goal of achieving gender equality and empowering all women and girls.
3. SDG 10: Reduced Inequalities
   • The core mission of the “Qatar Airways United” program is to provide “underserved youth access to major sporting events.” The article specifically highlights that the program debuted with “visually impaired children from underserved communities,” demonstrating a clear focus on reducing inequalities by ensuring the inclusion of marginalized groups and persons with disabilities.
4. SDG 17: Partnerships for the Goals
   • The entire strategy discussed in the article is built on partnerships. Qatar Airways, a private sector entity, is collaborating with various sports organizations (BWT Alpine F1 Team, Paris Saint-Germain, UEFA, FIFA), sports personalities (Rio Ferdinand, Carmen Jorda), and foundations (“Education Above All”) to achieve its social impact goals. This exemplifies the multi-stakeholder partnerships needed to advance the SDGs.

2. What specific targets under those SDGs can be identified based on the article’s content?

1. Target 4.7 (under SDG 4)
   • This target aims to ensure that all learners acquire the knowledge and skills needed to promote sustainable development, including through education for human rights and gender equality. The “tailored educational programming” for youth from underserved communities, combined with the themes of inclusion and empowerment, aligns with this target.
2. Target 5.5 (under SDG 5)
   • This target calls for ensuring “women’s full and effective participation and equal opportunities for leadership at all levels of decision-making in… economic and public life.” The initiative to “create pathways for women in motorsport and aviation” and establish “female-driver mentorship initiatives” directly supports this target by promoting equal opportunities for women in male-dominated industries.
3. Target 10.2 (under SDG 10)
   • This target aims to “empower and promote the social, economic and political inclusion of all, irrespective of age, sex, disability, race, ethnicity, origin, religion or economic or other status.” The “Qatar Airways United” program, by providing access to “underserved youth” and specifically including “visually impaired children,” is a direct implementation of this target, promoting social inclusion for marginalized groups.
4. Target 17.17 (under SDG 17)
   • This target encourages and promotes “effective public, public-private and civil society partnerships.” The article describes a series of private-sector-led partnerships (Qatar Airways with BWT Alpine F1 Team, Rio Ferdinand, etc.) built around “measurable social outcomes,” which is a clear example of the partnerships this target seeks to foster.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

1. Indicators for Target 4.7
   • The article implies that progress can be measured by the number of educational programs or activities implemented alongside sporting events. The phrase “tailored educational programming for participants” suggests that specific curricula are developed, which can be tracked.
2. Indicators for Target 5.5
   • Progress towards this target can be measured by the number of women participating in the mentorship and outreach programs. The article mentions “female-driver mentorship initiatives” and “community outreach programs,” which are quantifiable activities. Another indicator is the number of new pathways or career opportunities created for women in motorsport and aviation through the partnership.
3. Indicators for Target 10.2
   • An implied indicator is the number of children from underserved communities and children with disabilities (e.g., visually impaired) who are given access to the sporting events and educational activities. The program’s debut with visually impaired children provides a specific group that can be tracked to measure inclusion.
4. Indicators for Target 17.17
   • The article implies that progress can be measured by the number and scope of partnerships formed between Qatar Airways and its sports partners (e.g., BWT Alpine F1 Team, Paris Saint-Germain, FIFA) to deliver social impact programs. The article’s emphasis on structuring “sponsorship investments around measurable social outcomes” suggests that the effectiveness and number of these partnerships are key metrics.

4. Summary Table of SDGs, Targets, and Indicators

Source: youthsportsbusinessreport.com