Backing both sides: the opportunities and risks of multi-team sponsorship

What happens when a multi-team sponsorship means backing both teams in a final? Or ten players in the same tournament? For Qatar Airways and XTB, the answer was maximum visibility and a test of how to stay authentic when you're cheering for everyone. 

At the 2025 UEFA Champions League Final, Qatar Airways sponsored both Paris Saint-Germain (as a shirt sponsor) and Inter Milan (as a training kit sponsor), as well as the tournament itself, putting the airline at the centre of a match watched by over 450 million people worldwide. Meanwhile, Polish investment platform XTB made its professional tennis debut at Roland Garros by sponsoring ten players across twelve matches, capitalising on a Grand Slam audience and targeting key growth markets across Europe. But when everyone is your ambassador, how do you keep your message consistent and your audience genuinely engaged?