SBD/December 18, 2013/Marketing and Sponsorship

Prepared For Takeoff: Russell Wilson Signs Multiyear Deal With Alaska Airlines

Wilson's other endorsement deals include Levi's and American Family Insurance
Alaska Airlines yesterday announced a multiyear sponsorship deal with Seahawks QB Russell Wilson, who will appear at events, take part in marketing initiatives and work with the airline to support youth and education programs. In addition, Alaska Airlines will donate 100,000 miles to Children's Hospital for each of Wilson's passing or rushing touchdowns through the remainder of the season. Alaska Airlines also has a team-level deal with the Seahawks (Alaska Airlines). KING5.com's Jennifer King noted anyone wearing a Wilson jersey "can get priority boarding on Seattle-departing Alaska Airlines flights." Alaska Air Group Media Relations Manager Bobbie Egan said that the promotion is "good for the duration" of the Seahawks' season. King noted the airline "tried this promotion once before during a sponsorship" with the MLS Timbers (KING5.com, 12/17). In Seattle, Don Shelton wrote this deal "shouldn’t be a surprise to anyone watching the Wilson phenomenon spreading from the football field to ... radio, TV and the Web." Wilson also is a "spokesman for American Family Insurance, does ads for Levis, and an auto dealership." But he "isn’t the only Seahawks player we’ve been hearing and seeing more from off the field." Seahawks DB Richard Sherman has "appeared in several ads, including one for CenturyLink and a local auto dealership," while RB Marshawn Lynch can be seen "carrying a toilet and breaking through a wall to get us to 'Stop freakin’, call Beacon!'" Shelton: "Brace yourself for more -- a lot more -- of Russell Wilson, though. The guy has broad appeal that transcends sports" (SEATTLETIMES.com, 12/17).
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