The Qatar Stars League (QSL), that country's premier domestic soccer competition, has entered into a pair of major commercial agreements, with Red Bull and with Hankook Tire.
Both deals have been unveiled as the new 2026-27 QSL campaign gets underway – the season's first matches took place on August 20.
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The Red Bull-QSL tie-up is a two-season affair through which the energy drinks giant will also cover the Qatar Cup knockout competition.
The QSL has described it as an agreement through which the league will use Red Bull's marketing expertise to develop its fan engagement strategies.
The Hankook Tire deal, meanwhile, just covers the 2026-27 QSL, and will also entail collaboration across a range of joint activites across that season of the 12-team league.
Hassan Rabiah Al Kuwari, the QSL's executive director of sales, marketing, and communication, commented on that deal: "Hankook is a leading global company with a prestigious reputation and a wide presence in various markets. This agreement reflects our commitment to collaborating with leading brands, contributing to enhancing the marketing and commercial value of the tournament."
In terms of recent commercial activity, late July saw the league extend with its title sponsor, Doha Bank, until 2030.
That bank – which is not majority state-owned – will carry on as the naming rights partner and general main sponsor of the league. The extension comes following the first season of the initial three-year deal between the two parties, which had been due to run until mid-2028.
Other league sponsors include global brands like Adidas, TikTok, Ticketmaster, and Toyota.
Hankook Tire, meanwhile, adds this deal to a soccer sponsorship stable that also includes the UEFA Europa League and Conference League, as well as Saudi Pro League side Al-Ittihad.
Red Bull (aside from owning or holding stakes in multiple teams worldwide), also separately sponsors a number of clubs in English soccer's top-tier Premier League – including Leeds United (as front-of-shirt sponsor), Newcastle United, Crystal Palace, and Everton.
Read more: How the Qatar Stars League competes in a crowded market.
