Virgin Atlantic is taking over as headline sponsor of Europe’s largest LGBT awards ceremony from sister brand Virgin Holidays.
The airline has signed a three-year deal to be headline sponsor of the Attitude Awards.
The partnership is being transferred from Virgin Holidays, which has sponsored the awards ceremony run by Attitude Magazine since its inception seven years ago.
The first Virgin Atlantic Attitude Awards will take place in October 2019 with on a date and venue to be confirmed.
The most recent awards ceremony earlier this month saw Ricky Martin, Whoopi Goldberg, Boy George and Idris Elba attend The Roundhouse in London, where the event is staged.
Star attendees over the years have included Prince Harry, Cher, Kylie Minogue and Laverne Cox.
It becomes the second major sponsorship for the carrier following a multi-year partnership with the US NFL (National Football League).
Virgin Atlantic will use the event to further its commitment to diversity and inclusion – engaging a lot of its remote workforce who identify as LGBT or consider themselves an LGBT ally.
Airline executive vice president and Virgin Group global LGBT lead Mark Anderson said: “Diversity and inclusion is a fundamental component of the Virgin brand, and we’re so excited to bring our LGBT commitments to the fore again through such a colourful and vibrant partnership.
“The Attitude Awards will be a standout moment on our annual calendar, exciting customers and colleagues alike.”
Attitude owner and publisher Darren Styles added: “We couldn’t ask for a better partner than the team at Virgin.
“We have a huge amount of respect for the bravery and belief from the team at Virgin Holidays who were willing to take a gamble on the first LGBT awards ceremony of its kind all those years ago.
“We’re really pleased to retain our connection with the Virgin family, and are thrilled Virgin Holidays have transferred this partnership to Virgin Atlantic – together we’re going to super-charge the event and bring it to new heights.”