LONDON — Global sports marketing agency Right Formula has won a competitive tender to be Qatar Airways’ retained agency for its Formula 1 activation programme.

Qatar Airways will be F1’s global airline partner until 2027. Its branding features around the track at every Grand Prix weekend, with increased involvement as title sponsor for three events, including the return of its home race in Doha.

Right Formula will be providing a number of services to Qatar Airways around its sponsorship, including strategy, communications, hospitality and events.

The agency is working on an internal communications programme to engage the airline’s employees in the F1 partnership, and is running external media events across the current F1 season to promote the brand.

The alliance has already extended beyond Formula 1, with Right Formula providing consultancy and support for some of the airline’s other sports partnerships.

Agency founder and CEO Robin Fenwick said: “We are absolutely thrilled to be working with Qatar Airways on such a significant scale. Right Formula has already proven that we work to the highest standards in Formula 1 and we hope we will continue to shine with Qatar Airways."

Right Formula’s team of 80 works with clients including Bang & Olufsen, Casio, ExxonMobil, Hilton Hotels, Loch Lomond Whiskies, Oracle, Pirelli, SAP, Stoli Group and Vodafone.