British Airways Unveils London 2012 Olympics Campaign Details CheapOair Staff May 16, 2011 general British Airways 2012 Olympic campaign kicks off The 2012 Olympics will take place next year in London, England and British Airways wants to make sure you know they are a major sponsor of the summer games. BA is forking over an estimated £40m (roughly $64m USD) for tier-one sponsorship at the Olympics. This will easily make it the airlines' biggest sponsorship to date. The tagline for the ads: "They will fly." Makes sense. Expect to see a lot of BA ads leading up to next year's major sporting event and throughout the games.