Over the weekend, Doha fizzed with adrenaline as the crowds roared for the 2025 Qatar Grand Prix — what a show! The track blazed under the desert sun, engines thundered, and fans from every corner of the globe soaked in the electric atmosphere. Yet amid the chequered flags and podium celebrations, a quieter but far more strategic headline emerged, and that is a game-changing announcement by Visit Qatar.
Visit Qatar has revealed it will become a principal partner of the future Audi F1 Team once the squad officially joins the FIA Formula 1 World Championship in 2026. If you think this is just a logo deal slapped on a car, think again. It’s a brilliant move to plug Qatar directly into the lives of millions of speed-obsessed fans worldwide.
By hitching its star to Audi’s rocket-fuelled ambitions, Qatar cements its place in the global Formula 1 community, and invites fans to go beyond the racetrack to discover the country’s signature hospitality, vibrant culture, and contemporary swagger. And boy does Qatar have swagger and style!
As the team barrels around the world, the Visit Qatar brand will shimmer far beyond any single Grand Prix. It’s about visibility, putting Qatar in front of international audiences, stirring curiosity, and inspiring a whole wave of jet-setters to discover Doha, the desert, and everything in between.
What’s in it for fans and Qatar?
When the 2026 season kicks off, this partnership promises a lot more than fast laps. At the end of the day, it’s about crafting experiences that sing of Qatar. From immersive paddock activations and hospitality steeped in Qatari tradition to digital content that captures the soul of the nation, the essence of Qatar will be delivered directly to racetrack-ready fans.
Yep, those chequered flags might wave on the track, but off-track — in lounges, lounges-turned-desert-oases, and through screens across the globe — Visit Qatar will be whispering “Come explore us.”
Why this partnership is a smart tourism power move
Here’s the cheeky brilliance of this partnership. Visit Qatar’s move is no doubt pioneering a new sub-category of sports-tourism sponsorship, one that combines nation-branding, global motorsport, and sustained fan outreach. Now, sports tourism isn’t just about ticket sales. Instead, it’s a Trojan Horse for broader tourism. With Formula 1’s global reach, Qatar is positioning itself as a full-on lifestyle destination.
Straight from the horses’ (or engines’) mouths
Saad Al Kharji, Chairman of Qatar Tourism and Board member of Visit Qatar, said:
“Qatar’s principal partnership with the future Audi F1 Team represents a strategic investment in the nation’s long-term tourism vision. Formula 1 is one of the world’s most influential global platforms, and this collaboration allows us to showcase Qatar’s culture, hospitality, and progressive development to millions of fans worldwide. As the team enters the championship in 2026, this partnership will create new opportunities to deepen engagement with international audiences, strengthen Qatar’s position as a premier global destination, and support the continued growth of our economy.”
Meanwhile, Abdulaziz Al-Mawlawi, CEO of Visit Qatar, added:
“Partnering with the future Audi F1 Team opens the door to new and diverse audiences, introducing millions of fans to Qatar’s dynamic tourism offering. Formula 1’s global reach allows us to showcase our culture, hospitality and family-friendly experiences in a way that resonates across generations. As the team makes its debut in 2026, we look forward to creating meaningful moments that inspire fans from around the world to discover Qatar’s vibrant traditions, modern attractions and welcoming spirit for themselves.”
While this is great news for Qatar, it’s also signpost for the entire region. As sports tourism continues to become a major driver for the GCC, partnerships like this show how a country can ride the wave of a global sport to lift its tourism, economy, and international profile in one slick move.
