British Airways London Eye - BDS Sponsorship Ltd

Sponsorship strategy and partnership/sales

Our work with British Airways London Eye illustrates how sponsorship can enhance the visitor experience.

BDS both created the sponsorship strategy and undertook sponsorship sales for the British Airways London Eye, securing a range of sponsors including Panasonic, Nikon, and others such as soft drink, ice cream, and sunglasses companies.

BDS also brought on board the Institute of Chartered Mechanical Engineers as the sponsor of the British Airways London Eye schools educational program.

The Brief:

Maximise income from secondary level sponsorship
Enhance the visitor experience
Increase marketing resources and enhance the reach/awareness
Protect BA’s title sponsorship
To save on fit out costs
To support and promote educational projects
To develop long term mutually beneficial partnerships
Form alliances with brands and companies that ‘fit’ with BA’s target markets, corporate objectives and brand vision
To create preview corporate hospitality packages

Illustrative Sponsorship Package

BDS arranged for Nikon to sponsor The British Airways London Eye

Enhancing the visitor experience by offering the opportunity to rent binoculars for visitors use during their flight
Combining a cash fee with in-kind sponsorship and a retail opportunity

BDS Sponsorship secured the BA London Eye over £1 million per annum in sponsorship income plus an additional £1.7 million per annum in marketing support.