Midlands-based airline bmi has signed up to become the official airline of Premier League champions Arsenal.
The deal gives the airline the right to use the club’s logo, name, trademark and imagery across all bmi marketing materials and also allows access to Arsenal’s supporter database.
Bmi claims that the deal, for an undisclosed sum, is its biggest sponsorship activity to date.
The agreement also gives bmi a presence at Arsenal’s Highbury ground. It will be allowed perimeter advertising boards, logo display on media backdrops and advertising in programmes, together with hospitality packages for promotional and commercial use.
The airline also sponsors the regional weather bulletin on LWT. Arsenal’s shirt sponsor is O2.
Bmi commercial director Adrian Parkes says the airline will work on flight promotions for Arsenal fans in connection with domestic and European fixtures.
The airline flies from UK airports including London Heathrow, Glasgow and Nottingham East Midlands. It launches a new route to Las Vegas from Manchester at the end of October and flights to the Caribbean in November.
Bmi promoted Amanda Burns to the newly created role of head of marketing in July last year (MW July 24 2003). She was previously marketing manager for UK, Ireland and international.