Hollywood actress Jessica Alba has partnered with Qatar Airways, joining a growing list of high-profile celebrities promoting the airline. This move has sparked debate over the ethics of endorsing brands associated with countries that have contested political and human rights records.
Alba’s sponsorship was highlighted during the 2025 Formula 1 Grand Prix in Doha, where she shared a series of posts with her 21 million Instagram followers, showcasing the airline’s QSuite Business Class. Each post was labeled as a “paid partnership,” in line with Instagram’s transparency rules.
Qatar Airways pulled out all the stops for the Formula 1 event, flying in celebrities including David Beckham, Novak Djokovic, Kevin Hart, and Rosie Huntington-Whiteley to celebrate the unveiling of its new Formula 1-themed Boeing 777-300. Music producer Swizz Beatz designed the aircraft’s livery as part of the airline’s cultural collaboration, a high-profile promotion tied to Qatar Airways’ global Formula 1 sponsorship reportedly worth $50 million annually through 2027.
Alba’s partnership is part of Qatar Airways’ broader strategy to leverage celebrity endorsements and boost its international profile. The airline has previously worked with household names such as David Beckham, whose deal with Qatar is reported to be worth £150 million over ten years.
Critics argue that such partnerships can amount to “sportswashing,” a tactic that utilizes sports and celebrity influence to soften a nation’s image. Qatar has invested heavily in international sports, sponsoring FIFA tournaments, elite soccer clubs such as Paris Saint-Germain, and the Brooklyn Nets, among other global ventures.
While the financial rewards for celebrities can be enormous—Beckham’s licensing revenue reached over $90 million in 2022—experts caution that these deals carry ethical implications, especially when they intersect with countries with controversial human rights records.
Qatar has faced long-standing scrutiny over its geopolitical involvement, including financial support to Hamas. Former Emir Hamad bin Khalifa Al Thani pledged $400 million to Gaza following Hamas’ 2007 takeover, and total aid to Hamas-run Gaza is estimated at $1.8 billion. Doha has hosted top Hamas officials, including Ismail Haniyeh, and facilitated monthly cash transfers to Gaza.
Human rights issues remain a concern. Same-sex relationships are criminalized in Qatar, and the country has faced international criticism for its treatment of migrant workers, particularly during preparations for the 2022 World Cup. In 2024, Qatar further restricted media access to labor camps and key institutions, drawing protests from activists and journalists.
Reactions from celebrities have been mixed. Some, such as Dua Lipa and Rod Stewart, publicly refused to participate in Qatar-backed events due to concerns about human rights. In contrast, others accepted lucrative deals and faced online backlash. Scholars note that while some stars frame partnerships as “cultural bridges,” these deals often soften the public perception of governments with controversial records.
For Jessica Alba, as with other celebrities, the financial rewards are significant—but so are the reputational risks. Industry analysts say scrutiny is unlikely to ease, especially in the age of 24/7 social media visibility, where public sentiment can quickly shape a celebrity’s brand.
