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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 list
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

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?