JANUARY 28 - BRITISH AIRWAYS will be unveiled as the fourth top-tier sponsor of London 2012, it was reported today.
Marketing report today that the airline will join Lloyds TSB, Adidas and EDF Energy as official tier-one partners.
It is reported that they are paying £50 million for the sponsorship.
Earlier this month, the airline announced that it was to end its sponsorship of the London Eye; it will now focus its spend on becoming a tier-one domestic partner for the London Olympics.
The move represents something of a U-turn for BA, which had earlier ruled itself out of a tie with the Games, despite having been a bid partner alongside Virgin Atlantic four years ago.
It is expected that a campaign showcasing Terminal 5 launching next month, ahead of its opening in March, will be the first by BA to feature the London 2012 logo, Marketing report.
A spokeswoman for LOCOG told insidethegames: "We do not comment on speculation."
The full article can be read at http://www.brandrepublic.com/News/779753/British-Airways-clinches-50m-London-2012-deal/.
photo Getty Images
photo Getty images