BA may be official airline of London Olympics
British Airways is expected to be announced as the official airline of the 2012 Olympics in London as it ends sponsorship of popular attraction the London Eye.
Marketing website brandrepublic.com says that BA will pay around £50 million to be a tier-one domestic sponsor for the London Olympics. Other UK household names that have already been confirmed as tier-one sponsors for the Games are Adidas, EDF Energy and Lloyds TSB.
Further tier-one sponsors are expected to be found in a number of business sectors including automotive, oil and gas and telecommunications. As well as domestic sponsors, London 2012 already has worldwide sponsor partners including Coca-Cola, McDonalds, Visa, Panasonic and Samsung.
British Airways is expected to launch a new advertising campaign next month featuring the brand new Heathrow Terminal 5 which opens in March. The ad campaign will also feature the London 2012 logo it is reported.
BA has sponsored the landmark popular London tourist attraction the London Eye for eight years but appears to now be focusing on being recognised as the main carrier for the London Olympics. As well as the prestige associated with the title, BA is also likely to secure thousands of bookings from people flying to London for the Games.
British Airways could be hit by a strike by pilots who are members of the British Airline Pilots Association. The dispute between BA and the pilots is over the airlines insistence that its new subsidiary airline OpenSkies should have a separate pilot workforce.
Written by: Nick Purdom
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