British Airways partners with American Express presents BST Festival
- British Airways announced as Official Partner for the iconic festival, bringing unique activations and experiences for festival-goers.
- American Express presents BST Festival returns to London for three weekends of live music from 23rd June – 9th July.
London, 17 May 2023: British Airways announced today a partnership with American Express presents BST Festival, AEG Europe’s leading festival that brings the best of live music to London each summer.
British Airways’ sponsorship will see the airline take brand ownership of The Rainbow Stage at the festival. The partnership will also see the creation of a new two-storey bar with a premium area, complete with a 360° photo opportunity that will transport fans to a travel destination of their choice.
Widening access to American Express presents BST Festival, British Airways will also present the cinema screenings at Open House, which will be free and accessible to the public in the weeks between the concerts. Film fans will have the opportunity to sit back, relax, and enjoy the airline’s hospitality, as British Airways cabin crew keep them refreshed with essentials and snacks.
These activations will be created with LS Events, the production company responsible for American Express presents BST Festival, ensuring that they will be integrated organically within the wider event set up.
Hamish McVey, British Airways’ Director of Marketing, said: “We are excited to partner with American Express presents BST, which is right on our doorstep in London. It’s fantastic to be a part of such a major event in the capital and we can’t wait to bring a taste of our customer experience to festival-goers this summer.
“Celebrating the arrival of the festival season is something that feels truly British, so working with American Express presents BST is a natural fit as we continue to champion our British Original customers and colleagues.”
Jim King, CEO of European Festivals, AEG Presents, said: “American Express Presents BST is one of the world’s leading festivals with the very best artists performing every year. We are very excited about our new partnership with British Airways and with their reputation for providing world-class hospitality and experiences, we can deliver even more enjoyment to the 550,000 fans coming to BST this summer.”
The partnership was forged by British Airways and AEG Global Partnerships, which oversees sponsorships across AEG’s global portfolio of assets. Building customised marketing programs for established and emerging brands, AEG Global Partnerships has created some of the most iconic brand partnerships in the entertainment industry.
This year’s festival, which runs Friday 23rd June to Sunday 9th July, will see a series of legendary headliners take to the stage over three weekends: Guns N’ Roses, BLACKPINK, P!nk, Lana Del Rey, Billy Joel, Bruce Springsteen and the E Street Band and Take That.
For more information, visit www.bst-hydepark.com
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About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG can be found at www.aegworldwide.com
About AEG Europe
AEG Europe creates communities, places and spaces that deliver memorable moments through live entertainment and sports, giving the world reason to cheer.
AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2and Eventim Apollo in London; Barclays Arena in Hamburg; Mercedes-Benz Arena, Mercedes Platz and Verti Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Festival in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Mercedes-Benz Arena.
Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.
About British Airways
As a global airline and the UK’s flag carrier, British Airways has been flying its customers to where they need to be for more than 100 years. The airline connects Britain with the world and the world with Britain, operating one of the most extensive international scheduled airline route networks together with its joint business, codeshare and franchise partners.
In September 2021, British Airways launched its sustainability programme, BA Better World, committing to put sustainability at the heart of everything it does and with a clear roadmap to achieve net zero carbon emissions by 2050.
British Airways flies to destinations in more than 65 countries. Its principal place of business is London, with its main home at Heathrow Terminal 5.
About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2 in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG Global Partnerships can be found at aeggp.com.