The announcement will see the British golfer appear in campaigns promoting the airline’s golf holiday packages. Rose will also front activity for the airline’s charity initiative Flying Start with Comic Relief as well as make personal apprearances and appear at internal engagement functions.
The airline’s logo will also appear on his kit, starting with the first Major of the season, the US Masters, which starts today (11 April) in Augusta, Georgia.
Abigail Comber, British Airways head of marketing, says: “We have a long standing history in supporting British sporting talent and I’m pleased that we are able to continue this through our partnership with Justin.”
British Airways hopes to exploit the rising profile of Rose, who was one of the standout players in last year’s European win over the American team in the Ryder Cup. He has won four times on the PGA tour including the 2012 WGC Cadillac Championship where he defeated reigning Masters champion Bubba Watson.
Meanwhile, this year’s Masters tournament is expected to spark more interest than in previous years as fans look to see whether world number one Tiger Woods is able to win it for the fifth time after returning to the sport’s top spot for the first time in three years last month (26 March).