Qatar Airways

There’s never a dull moment with Qatar Airways. Sponsoring FIFA, UEFA, F1, Novak Djokovic, PSG, Inter Milan, Brooklyn Nets, RCB & the British Lions to name a few means something is always happening. I’ve been lucky enough to lead all their sports content over the last 4 years.  From using their access to some of the world’s best athletes to creating authentic fan content at various sporting events around the world, it’s been a brilliant journey.

Across more than 400 pieces of content we’ve delivered 7% engagement on IG, 3.8x the sports industry average and made them the most followed airline in the world.

To activate Qatar Airways partnership with Formula One we created ‘Seat F1.’ A fully integrated campaign to put the brand at the heart of the sport. The campaign began life as a competition to win the seat on Qatar Airways flights to selected Grand Prix’s, where the customer would receive a F1 inspired menu, branded race suit pyjamas, paddock passes and a whole host of other experiences. But that was just the start as your Seat F1 boarding pass unlocked an array of ‘money can’t buy’ F1 experiences. From a seat in a hot lap, front row seats at exclusive F1 events, grid walks, a seat in a F1 car and of course a seat with the best view of the action. The seat became the hottest ticket in F1.

To drive more fame for the initiative we teamed up with the world’s most popular TikTok star Khaby Lame, with the content creator experiencing first hand just what it’s like to sit in Seat F1.

Was a pleasure to direct this man on the court. From shooting to editing and post-production in under 24 hours (that’s an hour for every Grand Slam he’s won!)

Who says sports content can’t be beautiful.