British Airways Signs Sponsorship Deal With Native Son Golfer Justin Rose
British Airways has signed a three-year deal with world No. 3 golfer Justin Rose "to support the company’s global marketing activity," according to Sebastian Joseph of MARKETING WEEK. 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 Masters. 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" (MARKETING WEEK, 4/11).