SBD/January 14, 2011/Marketing and Sponsorship

Earning Their Wings: Delta, Lakers Ink Multiyear Sponsorship Deal

Delta will be able to showcase services to Lakers' high-end ticket holders
Delta and the Lakers announced Thursday a new multiyear sponsorship agreement for the airline to become an official sponsor of the team and continue as its official charter carrier for the rest of this season. Beginning with the ’11-12 season, Delta will become the Lakers’ official and exclusive airline partner (Delta). SPORTSBUSINESS JOURNAL’s Liz Mullen reports Delta will “receive center-court rotational sign space, rotating sign space between the second and third level of suites, branding on the center-hung video board and rotating scrolling message space on the LED boards, as well as other in-arena branding opportunities” at Staples Center. Delta will “replace Virgin America, the Lakers’ current airline sponsor, next season.” Delta has a contract with the NBA and its teams to charter jets to games, and its partnership with the league “is a big reason that Delta signed a multiyear deal with the team, even with a potential NBA lockout looming.” Delta Senior VP/Marketing Tim Mapes: “There is obviously volatility in the airline industry and there is obviously volatility in the sports business, but they are our customers and we want to be in a position to earn their trust” (SPORTSBUSINESS JOURNAL, 1/10 issue).
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