As British Airways looks towards its Centenary next year, the airline, in collaboration with Cranfield University, has challenged academics from across the UK to develop a sustainable alternative fuel which could power a commercial aircraft on a long-haul flight, carrying up to 300 customers with zero net emissions.

This marks the first time the industry has tasked experts in the fields of aerospace and fuels to work together to create a solution to this key environmental issue.

The team which wins the “BA 2119: Future of Fuels Challenge” will receive £25,000 (US$31,900) to help fund further research and a commitment from the airline to work alongside them to incubate their idea. The winners will also be invited to present their pathway at sustainability events in Miami and Montreal, as well as to the executive team at British Airways and IAG, the airline’s parent company. The runners up will also receive cash sums.

Nominations will be judged by a panel of industry experts based on the idea’s carbon reduction potential, as well as its innovation, value to the UK economy and feasibility to implement.

The award is part of a commitment from IAG (International Airlines Group), British Airway’s parent group, to invest a total of $400 million in sustainable fuel development and long-term supply agreements. This includes an existing partnership with renewal fuels company, Velocys, to build a plant to convert household waste into sustainable fuels—the first time an airline has done this in Europe.

The challenge is being launched as part of British Airways’ Centenary celebrations. Alongside exploring the future of fuels, the airline will also be investigating the future of aviation careers and using futurologists to predict the future of the flying experience. This will be alongside other key announcements, including the introduction of the A350 to the fleet and a new business class seat—both part of the airline’s £6.5-billion investment plan over five years.