Virgin Atlantic will become the first ever brand to take title sponsorship of the ‘Outstanding Achievement in British Sport’ award with the contract running for an initial two years beginning with the sell-out 2007 Awards to be held at Old Billingsgate, London on March 29.
In becoming the latest blue-chip brand to support the Sport Industry Awards, Virgin Atlantic is lending its name to an award which in the past has recognised the gold medal-winning exploits of the British Olympic movement (2005), the England rugby team (2004), and Manchester City Council’s work in staging the Commonwealth Games (2002).
The winner of this high-profile award at the Sport Industry Awards 2006 was the team behind the bid for London to host the 2012 Olympics.
Paul Charles, communications director at Virgin Atlantic, said: “The Awards mirror our commitment to innovation and pushing the boundaries in a particular industry.”
Added Nick Keller, chairman of the Sport Industry Group: “It is fantastic to welcome a brand of the prestige and standing of Virgin Atlantic into the Sport Industry Awards. Having an entrepreneurial and forward-thinking company of the likes of Virgin Atlantic invest in sport is a great indicator of the positive direction our industry is heading in the eyes of the business world.”
