TASTE OF LONDON

British Airway’s corporate sponsorship of Taste London

Who: British Airways

What: Sponsorship of fine foods show Taste of London

When: Since 2005.

Why: “The brand experience on the ground is important to us and Taste of London allows us to display our style and expertise,” says Nicky Hall from BA’s sponsorship and events team, explaining that the deal includes a central bandstand, an exclusive Executive Club Lounge for BA’s Gold and Silver cardholders, and a VIP Lounge with spa partner Elemis.
BA’s in-flight menu advisers are also involved in the event and, as the title sponsor, BA is a highly visible brand throughout the event. “Taste of London demonstrates a certain quality and BA is proud to be associated with it,” Hall adds.