JetBlue, burnt orange mix for Texas deal
Sept. 1, 2008
Reprinted from Street & Smith's SportsBusiness Journal (Sept. 1, 2008; p. 42)
Michael Smith, Street & Smith's SportsBusiness Journal
JetBlue Airways, which flies to six cities from Austin, Texas, is the newest corporate partner of University of Texas Athletics.
The deal is part of an emerging JetBlue strategy that targets the college space.
The New York-based airline also is working on a promotional rights deal with the Heisman Trophy so that it can offer tickets, airfare and hotel to see the Heisman ceremony as part of a weekend trip to New York. The Heisman promotion will be advertised on Texas' Web site, TexasSports.com.
"We're trying to develop more of a college initiative," said JetBlue's Southwest manager, Mark Rogers, who cited similar sponsorships at St. John's and the University of Miami. "We want to be able to promote ourselves to college students so that they'll be loyal customers when they become professionals."
At Texas, JetBlue will get marketing/promotional rights and advertising for football, baseball, men's basketball, women's basketball and volleyball. Terms of the deal were not released, but it is part cash, part trade with flights on JetBlue, Rogers said.
JetBlue will receive airtime on the video scoreboard and plans to have co-branded Longhorn/JetBlue giveaways that will include a discount code on the terms for JetBlue travel. The airline also will sponsor a fan poll and offer travel rewards on Texas' Web site.
At baseball games, JetBlue will sponsor a seat upgrade that will let contest winners sit in actual JetBlue aircraft seats at the game.