Guest Post: Why are live events partnerships taking off with airlines?

Carla Morini, senior director of AEG Presents, divulges her insights into why its a key consideration to factor in these days

Over the past 15 years, airlines have been notably less present at live music and entertainment events than brands in other categories – despite an appetite for sporting partnerships. That all changed in 2023, with British Airways, Vueling and Qatar Airways all working with AEG Global Partnerships to engage with fans at some of the most well-known festivals and venues in the world. So, why has the aviation sector suddenly got on-board (excuse the pun) with live events?

In this case, it comes back to the pandemic, where brands – especially in the travel sector - were unable to engage with customers face-to-face. Now, brands are trying to re-establish those relationships, at a time when demand for experiences has never been higher, and live event tourism is starting to take off.

The flexibility of live events sponsorship has also been a draw for airlines, with each of the three airlines activating their partnerships differently, based on their audiences, brand messaging and objectives.

Qatar Airways takes loyalty to a new level

Arguably the most famous venue in the world, The O₂ is always looking for opportunities to elevate the fan experience. When it came time to launch a new premium destination, with a fine-dining restaurant, floating champagne bar, unique walkway and unrivalled views of the stage, Qatar Airways seized the opportunity to get on board.

Now known as The NinetyThird by Qatar Airways, the partnership adds another dimension to the airline’s world-class frequent flyer programme, Privilege Club, and its online platform, Privilege Club Collection, which allows members to spend Avios to access unique and exciting experiences. The partnership will enable Qatar Airways to enhance its reputation as a luxury airline through alignment of its multi-award-winning approach to premium hospitality with The O2’s renowned premium offering.

While Qatar Airways is no stranger to partnerships, with dozens of sports agreements around the world, the new luxury lounge marks its first foray into live music and entertainment in the United Kingdom, delivering access to a new audience of high-net-worth fans. With Qatar Airways associated with enhancing these fans’ experiences, the impact of brand consideration and favourability amongst this group is only likely to grow.  

British Airways builds brand awareness

Celebrating the arrival of the festival season is something that feels truly British, so British Airways felt that working with American Express presents BST Hyde Park was a natural fit, as the brand continues to champion British Originality for its customers and colleagues.

With both the airline and the festival having a reputation for providing world-class experiences, British Airways wanted to bring a taste of the customer experience through unique experiences and activations for festivalgoers.

Taking brand ownership of The Rainbow Stage and creating a new two-storey bar with a 360^o photobooth provided an opportunity for concert-lovers to capture a moment in time. The sponsorship of cinema screenings during Open House also saw the airline’s cabin crew colleagues welcome guests with snacks ahead of them sitting back and relaxing.

Vueling increases visibility 

Vueling, which is widely known in Europe but perhaps less so in the UK, set out to increase awareness with a younger audience who likes to travel, and will tie trips in with live entertainment experiences. With its younger, but still affluent, audience, Uber One presents All Points East was the perfect fit.

Bringing additional fun to the festival atmosphere fit with the brand’s personality, so AEG Global Partnerships worked with the Vueling team to create a bespoke game activity. If festivalgoers successfully threw a beanbag into three of five suitcases on a conveyer belt, they could win discounts on flights, free flights, upgrades to VIP and festival merchandise.

Helping aviation brands take flight

So, across the year, AEG Global Partnerships has worked with three very different airlines to reimagine how the airline industry can engage audiences with different passions. From fun activations to premium hospitality, live entertainment partnerships have provided a platform for brands to engage with their target audiences, whether their goal is acquisition, retention, or reward.

While airlines are just starting to realise the benefits of live entertainment partnerships, opportunities in the pipeline could give them a unique advantage. With a new 4,400 capacity arena under construction at Kensington Olympia, just a hop, skip and a jump away from Heathrow, the opportunities to capitalise on live event tourism and engage with fans at every step of their journey, could tempt even more aviation brands to invest in partnerships.