Qatar’s top-flight football competition, the Qatar Stars League (QSL), has entered the 2026-27 season with two new commercial partnerships, signing sponsorship agreements with Red Bull and Hankook Tire.
The deals were announced ahead of the new season, which kicked off on August 20. The partnership with Red Bull will run for two seasons and will cover not only the QSL but also the Qatar Cup knockout competition.
A key focus of the Red Bull partnership will be fan engagement. The QSL said it will draw on Red Bull’s marketing expertise to develop new strategies for engaging with supporters and strengthening the league’s connection with its audience.
The Hankook Tire agreement, meanwhile, will run throughout the 2026-27 season. The partnership will include a range of joint marketing and activation activities across the 12-team competition.
Hassan Rabiah Al Kuwari, QSL executive director of sales, marketing and communication, said the Hankook partnership reflected the league’s commitment to working with leading global brands and increasing the tournament’s commercial and marketing value.
Doha Bank extends deal through 2030
The QSL’s latest commercial activity extends beyond the Red Bull and Hankook agreements. In late July, the league also extended its partnership with title sponsor Doha Bank through 2030.
Doha Bank will remain the QSL’s naming-rights partner and general main sponsor. The extension comes after the first season of the partners’ initial three-year agreement, which had originally been scheduled to run until mid-2028.
The league’s wider sponsorship portfolio includes global brands such as Adidas, TikTok, Ticketmaster and Toyota.
Hankook expands football sponsorship portfolio
The QSL partnership further expands Hankook Tire’s presence in football. The South Korean tyre manufacturer’s existing football sponsorship portfolio includes the UEFA Europa League and UEFA Conference League, as well as Saudi Pro League club Al-Ittihad.
Red Bull, meanwhile, has built one of the most extensive commercial and ownership portfolios in global football. Beyond its ownership interests in multiple clubs, the energy drinks brand has sponsorship relationships with several Premier League teams.
Red Bull is the front-of-shirt sponsor of Leeds United and also has separate partnerships with Newcastle United, Crystal Palace and Everton.
The addition of two major international brands at the start of the 2026-27 season underlines the Qatar Stars League’s continued focus on expanding its commercial ecosystem and attracting global partners, while using sponsorships not only as a revenue stream but also as a tool to strengthen fan engagement and the league’s international profile.