Virtually all sectors of the economy are already present in the world of sports, but airlines, cruise lines and travel assistance providers are investing heavily in this market to increase the visibility of their brands on a global scale. Sponsorship agreements are usually signed at an international level, but their local subsidiaries also take advantage of the exposure to maximize the benefits of this strategy.
In recent years, companies in these segments have stepped up their role as sponsors of sports events and teams, replicating global agreements in different regions. A clear example is MSC Cruises, a global partner of Formula 1 since 2022, whose brand is widely displayed on the tracks of the world circuit, including as title sponsor of stages such as the Japanese Grand Prix and the Emilia-Romagna Grand Prix (Imola) in 2024. “We share several brand pillars with Formula 1, which led us to join forces. We are global players, present in many markets, and we seek to offer unique experiences”, explains Alberto Revelli, Head of Sports Sponsorships at MSC Cruises.
Earlier this year, Explora Journeys – the luxury cruise brand of the MSC Group – announced that the EXPLORA II will take part in the Formula 1 Monaco Grand Prix in 2025. The company also offers F1-themed excursions for its guests. “The partnership with Formula 1 allows us to attract a new audience that is passionate about motorsport and exclusive experiences. In addition to motorsport, we are involved in a variety of sports, such as football, basketball, ice hockey and American football,” added Revelli. Explora Journeys also celebrated winning the 37th edition of the America’s Cup as a sponsor of Emirates Team New Zealand, the current champion of the competition.
In Argentina, MSC took River Plate life members on board a cruise in 2022, and has since developed a strategic partnership with Talleres de Córdoba. In December of this year, around 200 members of the club will participate in a themed trip, with the presence of historical idols of the club. “We have noticed an increase in the demand for personalized travel experiences. South America is strategic for our global operation”, says Javier Massignani, general director of MSC Cruises for Argentina and Latin America. The company is the market leader with six ships and represents more than 45% of the total passenger volume in Argentine ports. It is estimated that between November 2024 and April 2025, around 470 thousand tourists will embark during the cruise season.
Royal Caribbean International is also a major player in the sports scene: it is the title sponsor and official vacation partner of Inter Miami CF, the club where Lionel Messi plays. The Argentine star is the face of the launch campaign for a luxury cruise that departed from Miami. The ship, named Icon of the Seas , has more than 2,800 cabins, six water slides and is over 300 meters long. Messi attended the inauguration ceremony, being honored as “Icon of Icon of the Seas”. The contract with Royal Caribbean was signed in January 2022, together with the opening of the Royal Caribbean by Foster Viajes office in Buenos Aires.
Pax Assistance, a travel assistance company, also invests heavily in sports. In addition to supporting Argentine driver Franco Colapinto – currently a Formula 1 star, but sponsored since his participation in Formula 2 – the company has signed an agreement with the Argentine Football Association (AFA), becoming the main sponsor of the Professional Football League for the entire 2024 season. Pax customers have access to tickets to games, t-shirt raffles and exclusive experiences. The company is also a partner of Boca Juniors, with its logo printed on the shorts of the men’s and women’s teams. “We share the same values as sports: transparency, humanity and empathy. We use sports as a platform to give visibility to the Pax brand. We also measure recognition through Google searches – today we are the second most searched brand”, says Alexia Keglevich, CEO and founder of the company, which will celebrate its third anniversary in January. One of the future projects is the launch of the “Pax Atleta” platform, which will offer physical and mental support to athletes through an app, with access to specialists at affordable prices.
Airlines also maintain a strong presence in the world of sports. In Argentina, after initiatives such as Turkish Airlines with River Plate, Qatar Airways with Boca Juniors and Air Europa with Vélez Sarsfield, no international company currently has its brand on local clubs. Aerolíneas Argentinas, on the other hand, maintains its tradition as a sponsor of the national team, and is also a digital sponsor of the AFA and responsible for transporting delegations.
Low-cost airlines are also present. JetSmart sponsors the Professional Football League and offers tickets directly on the league’s official website. Flybondi has been following Franco Colapinto since his time in Formula 2, is a sponsor of the Argentine Cup and has an agreement with the Argentine Basketball Confederation (CABB) to transport the national teams in the sport.
Turkish Airlines, which was River Plate’s title sponsor until 2022, has been organizing the Turkish Airlines World Golf Cup since 2013, bringing together more than 10,000 players in 118 tournaments held in 67 countries. The company recently hosted the 79th tournament at Pilar Golf Club; the winners will participate in the grand final in Turkey at the end of the year.
In Europe, airline involvement in sports is also intense. In 2024, Riyadh Air signed an important agreement with Atlético de Madrid, becoming the main sponsor and giving its name to the stadium, which was renamed Riyadh Air Metropolitano for nine seasons. Emirates, in turn, has been a global sponsor of Real Madrid since 2011. The current contract runs until 2026, with an estimated value of 70 million euros per year. The brand also sponsors AC Milan, Arsenal FC, Olympique Lyonnais, Benfica, the Emirates FA Cup and the UAE Pro League. It recently became a sponsor of the NBA, with its brand appearing on the referees’ uniforms.
Etihad Airways, the second largest airline in the United Arab Emirates, has sponsored Manchester City for over a decade, including the naming rights to the stadium. The partnership, which has now lasted for over ten years, earns the English team approximately 78.5 million euros per year.
Finally, the strategic alliance between LATAM Group and Delta Air Lines aims to improve connectivity between South America (Brazil, Chile, Colombia, Ecuador, Paraguay, Peru and Uruguay) and North America (United States and Canada). Both were the official airlines of the 2024 Copa América, held in the USA. LATAM Group promoted exclusive raffles and actions, transforming its lounges into themed spaces for fans to watch the games live.
