SBD/Issue 166/Sponsorships, Advertising & Marketing

True Blue: JetBlue Becomes Dodgers' Official Domestic Airline

JetBlue has agreed to a multi-year deal with the Dodgers, designating the low-fare carrier as the team’s official domestic airline. The deal is JetBlue’s first MLB partnership. With the airline serving three L.A.-area airports, JetBlue Manager of Corporate Communications Sebastian White said in an e-mail, “The Dodgers fit nicely with our brand and our focus on Southern California. ... Dodgers fans and JetBlue customers are both famously loyal, and both our organizations can tap into that well of support.” The company, in partnership with the Dodgers, will support the deal with joint marketing promotions and advertising through the 2010 season. The effort will include print and online ads, e-mail marketing and JetBlue DodgersVision features, as well as contests, giveaways and discounts off JetBlue airfare for fans attending select Dodgers home games. As part of the deal, JetBlue will receive outfield and home plate signage. White also said the airline is considering a Dodgers plane wrap, which would mark the first branded aircraft in its fleet. The Dodgers are the third pro sports organization to partner with JetBlue -- the airline currently has a deal with the Clippers and last week extended its sponsorship of the Bills for two seasons.
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