Why would an airline sponsor a football team? Why would many Middle East region airlines do it? What is the benefit? What is the risk? To understand, let’s look at the value of sponsorship, the way it works and the brand loyalty that it engenders. These factors together with the association of the brand with a sense of passionate connection as well as a deep human need begin to explain why airlines are smart to sponsor football teams. At the same time, are there risks given the intensity of feelings that fans have about their teams with their club, region or national associations?