CSM Live, the event branding and live experience company, has successfully produced a two-tier fanzone for British Airways to celebrate its 100-year anniversary.

The experiential fanzone contains bars and rugby challenges to “ramp up the excitement and enjoyment around England’s home games”.

Celebrating the centenary milestone, and as the principal partner to Twickenham Stadium and the official airline partner to England Rugby, British Airways is entertaining thousands of fans before and after games. The fanzone activation has two challenges for fans to test their rugby skills and have a chance to win some notable prizes – including free BA flights, match tickets and signed memorabilia.

Additionally, there are two branded lounges, the Avios Lounge, which all fans are welcome to visit, and the BA Lounge, offering an exclusive area for British Airways gold and silver members to enjoy a complimentary drink and a view of the West Fan Village.

The British Airways fanzone activation will be live at all of England’s home games and fans are encouraged to share their experiences with the hashtag #BAGameDayLive.

Paul Hicks, director of experiential and events at CSM Live, said: “We’re delighted to be helping British Airways engage with their audience in a very real, relevant and entertaining way. Working with their team to land at the right creative direction and seeing it brought to life has been great.”

Mitch Caputo, British Airways’ global partnership portfolio manager from British Airways, stated: “The fanzone looked amazing and we were thrilled to welcome everyone aboard on Sunday. CSM Live have done a great job and we can’t wait for the next two games.”