Polo is among sports that have recently begun to generate business for European charter operators and brokers including Aviaxess and Jet Booking Direct (JBD).

Jet Booking Direct, in partnership with The Ham Polo Club, is offering a new helicopter landing site in the middle of central London.

JBD currently flies members of The Ham Polo Club committee as clients and is an official partner and sponsor of the club.

PremiAir has established the London Heliport shuttle offering dedicated flights to meet private jet arrivals from the UK's key business aviation airports and whisk passengers to the London Heliport in Battersea.

But JBD director Steve Blight explains: "Under this new agreement The Ham Polo Club will allow Jet Booking Direct to use some of its extensive grounds for helicopter landings. This is not the opening of a new heliport, just a practical and reasonably priced alternative to the Battersea heliport."

He adds: "We see it as an exciting opportunity for us to provide something more to business travellers into London. This new partnership offers our clients a new landing site only eight miles from Hyde Park Corner. The Ham Polo Club has a long and proud heritage."

Blight confirms the new landing site can be used by visitors to the club and also business and leisure travellers heading into the City of London. It has been suggested that it may also be used for parking by helicopter operators flying clients into Battersea to save money and reduce flying time.

JBD says that it has also secured its position as the official flight partner of The Ham Polo Club for an initial period of one year. "However, it is expected that the deal will continue for three years or more," Blight says.