The World University Rugby Sevens Championship has signed up Air Namibia as an official partner.
News of the major deal comes with the African country hosting the event in Swakopmund between July 12 and 14 this year.
"Months of discussion and planning" are said to have been held prior to the country's national airline signing up to support the tournament.
The collaboration will now "provide exciting and affordable rates for the European and African student participants and fans alike", it is claimed.
"This exciting partnership will further the reach and provide excellent competition opportunities for students worldwide," a statement added.
"Options for other regions around the world are also being discussed."
The Tertiary Institutes Sport Association of Namibia is organising this year's event, which is the eighth edition in all.
Welsh city Swansea hosted the Championship in 2016, with Brive-la-Gaillarde the venue for the 2014 tournament.
The first edition was held in Chinese capital Beijing in 2004.