SBD/March 29, 2011/Marketing and Sponsorship

United to Launch Branding Effort In Four MLB Markets On Opening Day

United's Mark Bergsrud and Dodgers' Michael Young pose outside Dodger Stadium suites
United Airlines is using MLB's Opening Day to "launch its post-merger brand in four big-city markets where the carrier operates airport hubs," according to Johnsson & Sachdev of the CHICAGO TRIBUNE. The airline yesterday unveiled new sponsorship deals with the Cubs and Dodgers that "will make United's new globe logo, adopted following its 2010 merger with Continental Airlines, highly visible at Wrigley Field and Dodger Stadium." The logo also "will replace familiar United or Continental brands in other ballparks where the Chicago-based airline has sponsorship deals" -- Minute Maid Park, Progressive Field and the United Scout Seats behind home plate at U.S. Cellular Field. But the brand "will be most visible at Wrigley, where United has purchased rights to a prominent rooftop behind the left-center-field bleachers and struck a three-year deal that makes United the team's exclusive airline sponsor." The "bright blue roof proclaims that United is 'proud to fly the Cubs.'" While the Cubs "have been at odds with rooftop owners over the years, team officials helped land a separate agreement between the airline and the owners of the apartment building" (CHICAGO TRIBUNE, 3/29). Also as part of United's deal with the Cubs, the team will rebrand Wrigley Field's stadium club as the United Club. United's deal with the Dodgers designates the company as the team's official airline and makes it the first entitlement partner of the Dodgers club suites and suite concourse (THE DAILY).   
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