SBD/May 3, 2011/Marketing and Sponsorship

Frontier Inks Two-Year Deal To Become Official Airline Of LPGA

Frontier Airlines is "making its first move onto the national sports sponsorship scene by signing an official partnership with the LPGA," according to Michael Smith of SPORTSBUSINESS JOURNAL. The Denver-based low-fare carrier has been "active with team deals," but this "new two-year contract to become the official airline of the LPGA marks Frontier’s first leap into a national property." Frontier’s deal will be a "combination of cash, activation spending and business trade." The LPGA "will drive as much business toward Frontier as it can with the help of discounted fares." Frontier is "considering options for TV advertising on the LPGA’s media partner, Golf Channel, but those likely won’t start until 2012." The airline will have a "prominent ad package on, where it will promote fare specials with click-throughs to" Frontier also "bought a hospitality package and will have the ability to activate on-site at several tournaments over the next two years." Financial terms were not available, but the LPGA’s official partnerships "range from the mid-six figures into seven figures, depending on the assets in the package" (SPORTSBUSINESS JOURNAL, 5/2 issue).
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