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British Airways, American Express

BST Festival Presented by British Airways and American Express

The announcement for the festival which brings the best of live music to London each summer, was made yesterday March 21.

British Airways will take brand ownership of The Rainbow Stage at the festival for sponsorship and offer free cinema screenings at Open House. Attendees will be able to relax and enjoy the airline’s hospitality while the British Airways cabin crew provide them with all the necessary refreshments.

A new two-storey bar with a premium area and a 360° photo opportunity to transport fans to any destination of their choice were introduced thanks to the American Express partnership. LS Events, the production company responsible for American Express presents BST Festival, will take charge of organising the event set-up.

Hamish McVey, the Director of Marketing at British Airways, said, “We are excited to partner with American Express present BST, which is right on our doorstep in London. It’s fantastic to be a part of such a major event in the capital and we can’t wait to bring a taste of our customer experience to festival-goers this summer.”

He further added, “Celebrating the arrival of the festival season is something that feels truly British, so working with American Express presents BST is a natural fit as we continue to champion our British Original customers and colleagues.”

Jim King, CEO of European Festivals, AEG Presents, said: “American Express Presents BST is one of the world’s leading festivals with the very best artists performing every year. We are very excited about our new partnership with British Airways and with their reputation for providing world-class hospitality and experiences, we can deliver even more enjoyment to the 550,000 fans coming to BST this summer.”

The partnership was forged by British Airways and AEG Global Partnerships, the latter of which has been creating some of the most iconic brand partnerships in the entertainment industry to build customised marketing programs for established and emerging brands.

The BST Festival will run from 23rd June, Friday, to 9th July, Sunday, and will be headlined by popular musical artists and bands like Guns N’ Roses, BLACKPINK, P!nk, Lana Del Rey, Billy Joel, Bruce Springsteen and the E Street Band and Take That.

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