Virgin Atlantic has been named the official airline of Team GB for the LA 2028 Olympics, ending British Airways' 20-year hold on the partnership.

Under the deal, Sir Richard Branson's carrier will transport athletes and staff from Team GB and ParalympicsGB to and from the Games, which begin in less than two years. Virgin Atlantic Holidays has also become the official holiday partner, and will offer sports fans curated trips to California for the Olympics.

Airline sponsorships of national Olympic teams are long-standing fixtures of Games marketing, giving carriers brand exposure around athlete travel and high-profile moments, and the switch hands one of British sport's longest-running commercial relationships to a direct rival.

"I've always loved a challenge and Team GB and ParalympicsGB athletes certainly know a thing or two about stepping up to the plate," Branson said. "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. What I love about sport is seeing what brilliant people can achieve when they dream big, work hard and have a great team behind them.

"The Games might be two years away, but it's the years of dedication, preparation, passion, and support that come before that make all the difference. So, as far as we're concerned, check in for LA28 is officially open!"

BA bows out after golden run

To mark the new partnership, Branson took part in gymnastic and cycling challenges with Team GB's Jake Jarman and ParalympicsGB's Kadeena Cox.

The move is a blow to British Airways, however. Its run as official airline partner began with the Beijing 2008 Games and coincided with the most successful eras in Team GB and ParalympicsGB history, a period that included London 2012 on home soil, where Team GB recorded one of its best-ever medal hauls.

"Getting Team GB to a Games is a huge team effort long before competition begins, so having Virgin Atlantic with us on the journey to Los Angeles is incredibly exciting," said chair Dame Katherine Grainger. "From supporting the team's travel to helping us celebrate the moments and people that make a Games so special, we're looking forward to bringing fans even closer to Team GB on the road to LA28."

Beyond ferrying athletes to Los Angeles, Virgin Atlantic will take part in team announcements and celebrations marking the athletes' return to the UK.

"We're delighted to welcome Virgin Atlantic as an official airline partner and gold partner of ParalympicsGB," said CEO David Clarke. "Not only will we work together to take our team to and from the games, but crucially, the partnership will see our teams working closely together to help make air travel more accessible and inclusive for everyone."

That accessibility commitment points to a broader industry issue: disabled travellers have long reported inconsistent service from airlines, an area UK regulators and disability organisations have repeatedly pressed carriers to improve. How the partnership translates into practical changes for Paralympic athletes and disabled passengers more widely will be watched as LA28 approaches.