Maybe I've missed it all these years (and been lucky flying with bikes, skis, sledges etc.) but is this new?

"As soon as you have made your booking, let us know that you’re bringing your snow sport bag, especially if you know that you are on a popular snow sport route. Your snow sport bag is more likely to travel with you if you tell us in advance and at least three days (more than 72 hours) before you fly. "

From https://www.britishairways.com/conte...orts-equipment