Twickenham lands British Airways as principal partner

British Airways has today (Thursday) been announced as the inaugural principal partner to Twickenham Stadium as part of a wide-ranging agreement with England Rugby.

The “groundbreaking” multi-year partnership will also see British Airways become a principal partner and official airline partner to England Rugby.

As part of the agreement, British Airways and England Rugby will work together to enhance the digital experience at Twickenham, with a new stadium app and e-ticketing solutions to be developed and launched in the future.

The new top-floor facility of the redeveloped East Stand at Twickenham will also become known as the British Airways Rose Garden. England Rugby said the new space will be a “modern and relaxed environment” featuring live music and a mix of open cooking stations.

British Airways will also receive exclusive stadium branding, including on the venue’s roof, which will be visible from incoming flights into Heathrow Terminal 5.

The RFU’s chief commercial officer, Simon Massie-Taylor, said: “Collaboratively, we will be launching a new live digital content offering on match days, ‘British Airways Match-day Live’, which will deliver fans at home some of the Twickenham experience. Our plans for the Twickenham app and digital ticketing are also very exciting.”

Alex Cruz, chairman and chief executive of British Airways, added: “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.”

British Airways will also fly the England men’s and women’s teams around the world, including to next year’s World Cup in Japan and the 2021 Women’s World Cup, the host of which is yet to be announced. Exclusive fan experiences will also form part of the agreement.

Image: England Rugby