We receive a large number of sponsorship requests and each proposal is fairly evaluated and considered against a range of criteria including:
Does the sponsorship fit with the British Airways brand?
- Safe and secure
- Professional
- Warm
- Thoughtful
- Responsible
- British
Our brand values act as a reality check to ensure that all our behaviours and communications properly reflect the qualities of our brand. Any sponsorship we are involved in must fit with these values.
Who are you trying to reach through your activity?
As a global company, we are interested in working with other companies with a far-reaching international audience.
Areas we will not sponsor:
- Politically sensitive matters
- High perceived level of risk - safety is a key brand value
- Excess baggage for flights already booked
Areas we will not sponsor for product placement and film sponsorship:
- Features an airline crisis such as a crash or hijacking
- Features traumatic violence
- Contains controversial subject matter
- Impacts negatively on our brand