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. Check the criteria list below to see whether your proposal meets our requirements.

Sponsorship criteria

Criteria Considerations
British Airways 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

No-go areas

Our brand is very important to us. We won't consider sponsorship opportunities that relate to or contain:

Extreme or violent themes, including high risk activities or extreme sports

Politically sensitive or controversial subject matters

Themes damaging to our brand or the airline industry

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?