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American Express presents BST Festival

British Airways

British Airways leverages AEG's iconic festival to take first step into live music and entertainment partnerships

Our Role

  • Festival Activation
  • Naming Rights
  • Measurement
  • Hospitality


increase in favorability after interacting with brand on-site


increase in consideration after interacting with brand on-site


impressions generated from photo opportunity


higher recall than partner average

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The Objective

British Airways is a global airline and the UK's flag carrier, connecting the world to Britain, and Britain to the world for more than 100 years. With an established Sponsorship portfolio in the sports category - such as England Rugby and Emma Raducanu - British Airways wanted to broaden their portfolio into live music entertainment. With AEG's world class experience in this space, this partnership was a natural fit.

The primary goal for British Airways was to reach a new audience at scale through a point of passion, on the audience's terms, while promoting a premium proposition for the brand.


In a groundbreaking collaboration, British Airways partnered with AEG to make a compelling debut at American Express presents BST Festival. Leveraging AEG's expertise, the partnership sought to create an unforgettable experience for festival attendees.

The partnership featured a strategic Out-of-Home (OOH) campaign across local tube stations near the festival. British Airways, in conjunction with AEG, secured naming rights for the Rainbow Stage, adding vibrancy to the festival atmosphere and engaging visitors.

Within the festival grounds, a meticulously crafted two-tier activation space was deployed, showcasing a terrace, bar services, immersive moving photo opportunities, and an enchanting silent disco experience. Additionally, the collaboration brought a unique cinema experience provided by British Airways on select midweek open days, elevating the festival's entertainment offerings to all. British Airways Brand Ambassadors seamlessly integrated into these activations, coordinated alongside AEG, delivering premium service and enhancing attendee interactions.

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  • 83%

    Activation Rating (T2B)

  • 1.9X

    more likely to recommend British Airways after interacting with partner on-site

  • 23 MINS

    Silent Disco Dwell Time

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