Major airlines are deepening ties with international sports games to expand global visibility. Qatar Airways has partnered with Paris Saint-Germain and Inter Milan, while Emirates and Etihad have become prominent football sponsors. In China, Xiamen Airlines recently leveraged its sponsorship of the Wanda Diamond League’s Xiamen stop to promote both the city and its brand. According to Botong Zhu, Global VP of Dentsu Sports International, the synergy between airlines and sports lies in shared cross-border reach. Sporting events involve travel of hundreds of thousands of fans, while offering universal narratives that cut across cultures. “The ROI on sports marketing is often far higher than other channels,” Zhu said.