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Rio Olympics 2016 - 04. February 2008.

British Airways to be unveiled as Olympic sponsor next week

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/.


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