(ATR) British Airways is named as the fourth major sponsor of the London 2012 Olympics in a deal worth an estimated $80 million.
The airline deal combines marketing rights to London 2012 and flights for Britain’s Olympic and Paralympic athletes to the Beijing Games and the 2010 Olympics in Vancouver.
BA also will be involved in the volunteer training program providing staff and expertise, while supporting its partnership with community initiatives.
The airline, which backed the London bid to host the Games, joins Lloyds TSB, EDF Energy and Adidas as top tier sponsors for 2012. Deloitte is the only second tier partner to date.
“I can’t remember when British Airways was not part of my sporting life, said LOCOG chair Sebastian Coe.
“From my first ever international junior competition in Athens in 1975, through to flying the team out to Moscow in 1980 – not to mention the immense support they offered during the bid.”
“I’m thrilled that British Airways will continue to support our Olympic and Paralympic athletes throughout the Games in Beijing this year and the Winter Games in Vancouver in 2010 and remain part of my life through to 2012,” he added.
As part of the partnership, BA also will offer a travel bursary scheme for more than 100 aspiring young athletes in a scheme to be launched ahead of the Beijing Games. And it has pledged to get involved in cultural and entertainment events in the build-up to London 2012.
Willie Walsh, BA's chief executive, said: “As one of Britain’s most high profile and iconic brands, it is natural that we should sponsor the Games in our home city.”
BA may look to use the London 2012 logo in a campaign to promote Heathrow's Terminal 5, which opens on March 27.
A BA spokeswoman confirms that the logo will be rolled out where appropriate in “through-the-line” campaigns, including TV advertising and direct mailshots to customers, over the next four-and-a-half years.
The British Olympic Association welcomed the partnership.
BA has partnered with the BOA for several years and has sponsored the Rugby Football Union and Football Association, providing flights for UK national teams competing in major tournaments.
“We look forward to building a close relationship, which replicates the successful partnership we enjoyed with the airline when they sponsored Team GB for the 2000 Olympic Games in Sydney,” said BOA chief executive Simon Clegg.
The sponsor announcement ends months of speculation about BA's involvement with London 2012. Rumors intensified last month when the airline stopped its sponsorship of the London Eye, one of the iconic attractions for London visitors.
LOCOG has four tier one sponsorship categories which it hopes to fill before the Beijing Olympics: oil and gas, automotive, telecommunications, clothing & homeware.
BT is a hot favorite for the telecommunications slot and is tipped to be the next sponsor announcement.
London 2012 organizers are said to be “very, very close” to securing their fifth sponsor. The next commercial partner could be named in March.
“There will be an announcement soon,” a spokesman tells Around the Rings.
LOCOG chief executive Paul Deighton has said he hopes to have 40% of the $1.3 billion sponsorship target in place by next month. The sponsorships contribute to the $4bn cost of staging the Games.
With around $480 million secured from London's four top-tier sponsors, organizers are well on the way to hitting this milestone.
London 2012 officials say fundraising is well ahead of any previous Olympics at this stage of preparations.
With reporting from Mark Bisson in London.
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