Sponsorship criteria

We receive a large number of sponsorship requests. Each proposal is evaluated fairly against the range of criteria listed below. We will respond to each request individually following our evaluation.

Britishness

 Has the sponsorship got elements of Britishness in its DNA?

BA fit

Does the sponsorship's values align with those of British Airways which are:

  • We are reliable — we keep our promises
  • We look the part — we demonstrate a contemporary, understated style
  • We demonstrate expertise
  • We solve problems inventively and work flexibly within a framework
  • We treat everyone as an individual and do not discriminate
  • We are approachable — we are not aloof

Target audience

Does the sponsorship's values align with those of British Airways which are:

  • We are reliable — we keep our promises.
  • We look the part — we demonstrate a contemporary, understated style.
  • We demonstrate expertise.
  • We solve problems inventively and work flexibly within a framework.
  • We treat everyone as an individual and do not discriminate.
  • We are approachable — we are not aloof.

No-go areas

Does the sponsorship involve any areas such as aviation, risk of blood or death, or is it politically sensitive?

Timing

The sponsorship should allow at least six months' lead time for activation.

Current marketing strategy

Does the sponsorship fit with BA’s current strategy?

Stature

Does the sponsorship have sufficient stature to be seen next to the BA brand?

Role

Is there a distinct value-added role BA can play as sponsor?

Integration

Does the sponsorship provide rights and allow multiple channel activation?

Exclusivity and stand-out

Is BA the only airline/travel brand involved?