British Airways- Brighton i360

British Airways has signed a five-year deal to be the exclusive sponsor of an ambitious building project and tourist attraction in the South of England.

The British Airways Brighton i360 tower is designed by Marks Barfield Architects, who also conceived the iconic London Wheel back in 1999. When complete, the structure will stand 162 metres tall. It is being touted as the world’s first vertical cable car and the world’s most slender tower. Visitors who dare to ride the 18-metre-wide glass viewing pod up to the top will be rewarded with 360-degree panoramic views of Brighton and the Sussex coastline.

By putting its name on such a prolific attraction, British Airways says it highlights a commitment to its home country and local economy and cements its status as the UK flag carrier. According to the airline,

this project is the perfect choice for the airline, as the panned experience of riding the pod and looking down over Brighton and Sussex will very closely mirror the feeling that BA pilots have when they fly over the area.

“Brighton is an important place for British Airways as many of our staff live around here,” said Eleanor Harris, Chief Executive of British Airways i360.

This bold sponsorship move also mirrors one by Emirates, which sponsored and named the London Emirates Air Line cable car near the O2 Arena, just in time for the 2012 Summer Olympics.