It is not quite a naming rights deal but British Airways has become the first ‘Principal Partner’ of Twickenham Stadium in London giving it exclusive stadium branding including on the roof which is visible on the flight path into London Heathrow airport.
The airline and England Rugby will also work closely together on the digital experience at Twickenham Stadium, including developing and launching a new stadium app and e-ticketing in the future.
A new top floor facility of the redeveloped East Stand has been named as the British Airways Rose Garden, billed as ‘a modern relaxed environment for guests featuring live music and a mix of open cooking stations.’
The partnership extends beyond the stadium as well to the airline becoming the Official Airline Partner to England Rugby, flying the Men’s and Women’s squads to tournaments around the world, including the 6 Nations and next year’s Rugby World Cup in Japan.
“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,” said Alex Cruz, Chairman and CEO of British Airways.
“Twickenham Stadium also sits on the flight path into Heathrow, so our partnership with the home of England Rugby will be visible to British Airways customers from the skies.”
“We are thrilled to announce our new partnership with British Airways and are extremely excited about working together,” added RFU Chief Executive, Steve Brown.
“Twickenham Stadium is the home of English rugby and we’re so pleased to have British Airways – an iconic British brand with a strong heritage and aligned with our core values – as our first ever principal partner of the stadium.”
Aer Lingus renewed its Official Airline Partnership status with the IRFU last month. Read about that deal right here.