THE viewing tower being built on Brighton's seafront will be sponsored by British Airways, it has been revealed.

The i360 - due to be the tallest building in Sussex - will be officially known as the British Airways i360.

Its creators, Mark Barfield Architects, have signed a five-year deal with the airline in what they are heralding as "great deal" for the south-east.

Eleanor Harris, chief executive of the project, said: "We are delighted to have such a prestigious British and global brand sponsoring our ground-breaking attraction."

A spokesman for British Airways said "helping even more tourism to the area made perfect sense".

The 162m tower next to the derelict West Pier is due to be finished next summer, with a 360-degree viewing pod overlooking the Channel, Brighton and the South Downs.

Its construction has been paid for by a £36.2 million loan from the Public Works Loan Board, £4million from local enterprise partnership Coast to Capital, and £6million from the architects. 

Geoff Raw, CEO of Brighton and Hove City Council, said this morning that the business plan "always included sponsorship income, and we are pleased to see the team delivering on their projections".

Councillor Warren Morgan, leader of Brighton and Hove City Council, said: "I have always advocated private investment in the i360, so I welcome the sponsorship from British Airways who are a major employer in the city region,

"Their involvement will  help cement Brighton and Hove's position as a major tourist destination."

He added the sponsorship deal "fits well with our announcement two weeks ago that we as a council are backing the expansion of Gatwick with a second runway".

Lynne Embleton, British Airways' director of strategy, said: "Our pilots enjoy spectacular views of the Sussex coastline as they fly in and out of Gatwick, and now Brighton visitors and residents will also be able to from this fantastic landmark."

She added: "We fly to 67 destinations across the globe from Gatwick, and employ more than 2,500 staff in Sussex, so putting our name to the i360 and helping to promote even more tourism to the area made perfect sense."

The architects behind the project, husband and wife David Marks and Julia Barfield, also conceived and designed the London Eye observation wheel.

That was also sponsored by British Airways over an eight-year deal between 2000 and 2008. The airline also owned one-third of the site until 2005.

The i360 is due to be the tallest observation tower outside of London, with the observation pod rising to 137 metres.

The pod will fit 200 people at a time. There will also be a 400-seat restaurant, gift shop, exhibition space and conference room.

The Brighton Wheel, the observation wheel next to Palace Pier, is due to close in May 2016.