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In February 2023, Qatar Airways became the official airline and global partner of Formula 1. This five-year partnership included sponsorship of three Grand Prix races in 2023, including the Qatar Formula 1 Grand Prix. Following their sponsorship of the FIFA World Cup in 2022, the airline invested in another major sports sponsorship.

The impact of such a significant announcement was substantial: we secured coverage in major sports media outlets like Band and Lance!, national reach media such as MSN and UOL, and aviation-specific media like Aeromagazine and Panrotas. Overall, in just two days, we achieved 69 pieces of coverage.