Sporting events, a growth driver for air traffic and advertising!

International sporting events are powerful drivers for airline advertising. The 2026 FIFA World Cup, which will be held in the USA, Canada and Mexico, and the Formula 1 Grand Prix are perfect examples of this dynamic. These competitions attract millions of fans and generate a significant increase in air traffic.

During the 2022 World Cup in Qatar, Qatar Airways operated almost 14,000 flights to transport fans from all over the world, with a global audience of 5 billion fans – a record for the airline over the last 25 years. In 2022, Qatar International Airport (DOH) saw its traffic jump by 75.8% due to the World Cup. In 2023, the company also consolidated its partnership with F1, sponsoring several races.

Similar trends are expected in 2026, with an increase in international connections and domestic flights between host countries. Demand for flights to host cities will explode, creating a strategic market for in-flight advertising, particularly in media such as in-flight video and airport display. Airlines such as Delta Airlines, American Airlines, Aeromexico and Air Canada will be in high demand during the 2026 World Cup. 

With billions of spectators and millions of passengers, in-flight advertising is a must at major sporting events such as the Football World Cup or the F1 Grand Prix.