The awards, founded in 2012, celebrate the leading lights and advocates throughout LGBT culture.
Guests over the years have included Prince Harry, Cher, Kylie Minogue and Laverne Cox. This year, Ricky Martin, Whoopi Goldberg, Boy George and Idris Elba attended the bash.
The new sponsorship deal will see the event rebranded The Virgin Atlantic Attitude Awards. It is Virgin Atlantic’s second major sponsorship agreement after lending its name to a multi-year partnership with the NFL.
Virgin Atlantic said its commitment to the awards underlined its devotion to diversity and inclusion.
It will use the event to promote its routes commonly used by the LGBT community, including San Francisco, Los Angeles, New York and Miami.
Mark Anderson, executive vice-president Virgin Atlantic and global LGBT Lead for Virgin Group, 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.”
Darren Styles OBE, owner and publisher of Attitude, 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.”
The first Virgin Atlantic Attitude Awards will take place in October 2019, with the exact date and venue yet to be confirmed.
