British Airways has announced a new partnership with England Rugby, which will see the carrier become the Official Airline Partner to the national men and women’s teams.
The multi-year agreement will also see BA become the Principal Partner to Twickenham Stadium, the home test ground of the national rugby union team.
BA will enjoy “exclusive stadium branding” including on the building’s roof, which the carrier says is “an iconic landmark on the flight path and is seen by the thousands of travellers flying in to Heathrow every day”.
The top space of the redeveloped East Stand will also be named the British Airways Rose Garden, offering “a modern relaxed environment for guests featuring live music and a mix of open cooking stations”, and BA will work with England Rugby to develop a new stadium app and e-ticketing technology.
Commenting on the news Alex Cruz, chairman and CEO of British Airways, said:
“We’re getting behind England Rugby and looking forward to supporting the Men’s and Women’s squads, by delivering them ready to win on their travels all over the world.
“Twickenham Stadium also sits on the flight path in to Heathrow, so our partnership with the home of England Rugby will be visible to British Airways customers from the skies.”
The partnership was launched with a bespoke pitch design captured by an aerial camera.