Virgin Atlantic replaces British Airways as Team GB's official airline for LA 2028

Virgin Atlantic has been appointed the official airline for Team GB and ParalympicsGB at the 2028 Los Angeles Olympics, displacing British Airways after a 20‑year partnership that began with the Beijing 2008 Games.

The new deal means Sir Richard Branson’s carrier will fly athletes, coaches and support staff to and from the Games, while its holidays arm will market curated travel packages for fans heading to California.

Why the change matters

Sport sponsorship offers a global platform; the Olympics attract billions of viewers, providing exposure far beyond typical route networks. For Virgin Atlantic, aligning with Britain’s most successful sporting era reinforces its premium image and may boost demand for its holiday offerings. For British Airways, losing the partnership signals a shift in its marketing focus after two decades of visibility at every Summer Games.

What the partnership includes

Beyond transporting athletes, the airline will feature in team announcements and celebratory events when the squad returns to the UK. Sir Richard Branson said:

I’ve always loved a challenge and Team GB and ParalympicsGB athletes certainly know a thing or two about stepping up to the plate. I’m thrilled that Virgin Atlantic gets to be such an important part of their journey to the Games. We’ll be backing them all the way, from check‑in and take‑off to what I hope will be a very special journey home.

Chair Dame Katherine Grainger welcomed the move, noting the logistical and morale boost of having a dedicated carrier for the journey to Los Angeles. CEO David Clarke added that the partnership will also focus on making air travel more accessible and inclusive for athletes with disabilities.

Implications for British Airways and future sport travel deals

British Airways will need to reassess its sponsorship strategy as it exits a role that coincided with some of the most medal‑rich Olympics for Britain. The airline may look to other sporting events or cultural partnerships to maintain a high‑profile presence.

For the broader travel industry, the deal underscores a growing trend: airlines are leveraging sport to showcase service quality, sustainability initiatives and inclusive travel solutions, all of which resonate with increasingly discerning consumers.

With less than two years until the Games, both airlines will be watching how the partnership translates into brand perception, ticket sales and fan engagement, setting a benchmark for future sport‑related sponsorships.