Carat head of sponsorship interview: British Airways scooped gold as Olympic sponsor

Games sponsors should be ‘pretty happy’, Carat head of sponsorship David Peters told The Drum based on good Games and media coverage.

Suggesting that there would have been difficults for the sponsors to get their message across in a way that stood out, Peters put British Airways forward as his personal favourite for the way they aimed to encourage the British public to stay at home, describing it as “counter-intuitive for their business…but a big brave market leading statement of positioning to take.”