Qatar Duty Free opens Rugby Store to celebrate Lions tour of Australia
The fan-focused retail experience honors the role Qatar Airways is playing as Official Title Partner of the tour
Qatar Duty Free (QDF) has opened a Rugby Store in Hamad International Airport Concourse B.
Opening to coincide with the 2025 British & Irish Lions tour of Australia, this new space is set to delight fans and travelers alike with its bold, playful design and welcoming atmosphere. As the Official Title Partner and Official Airline Partner of the tour, Qatar Airways is bringing the spirit of rugby to life in the skies, while QDF curates a fan-focused retail experience honoring this global partnership.
The store is dedicated to two of rugby’s most celebrated teams, the British & Irish Lions and the Wallabies. Designed to emulate the essence of the rugby field, the space features vibrant team colors and fitting rooms styled after player lockers. Locker-style cubbies and benches evoke the camaraderie of a team changing room, while the astroturf flooring underfoot adds a pitch-inspired touch, making it easy for fans and customers to imagine lining up alongside rugby’s greats.
One of the store’s highlights is the corridor photo booth, where travelers can snap a shot in front of digital goal posts and take home a memory from their journey. The merchandise selection includes replica shirts for adults and kids, official rugby balls, and a range of accessories, making it easy for fans to pick up their strip en route to Australia or simply grab a memorable souvenir on the go.
Taking the passenger experience to the next level, QDF welcomed rugby legend Martin Johnson to the Rugby Store for a special appearance. This experiential moment is part of QDF’s broader strategy “to surprise and delight passengers, making every journey through Hamad International Airport unforgettable”.
The opening of the Rugby Store further highlights QDF’s ongoing support for major international sporting events. With a longstanding commitment to tennis, golf, football, Formula 1 and now rugby, QDF continues to find new ways to bring the excitement of global sport into the airport environment, making every journey through Hamad International Airport just that bit more memorable.
Travelers passing through Doha are invited to visit the Rugby Store, discover the latest team kits, and capture a photo to mark their journey. Open to all guests at Hamad International Airport, the store brings a new dimension of sporting excitement and a unique experience for rugby fans and curious travelers alike.
Commenting on the opening, Thabet Musleh, Chief Retail and Hospitality Officer, Qatar Airways Group, said, “We’re really excited to open the Rugby Store here at Hamad International Airport - it’s something different, and we think travelers are going to love it. At Qatar Duty Free, we’re always looking for new ways to make the airport experience more fun and memorable, and what better way than bringing a bit of rugby spirit right into the terminal? Whether you’re a rugby fan heading to Australia or just curious, there’s something for everyone - great merchandise, a fun photo booth, and a space that really feels like you’re stepping onto the pitch.”
