Southwest Airlines, the NFL's "largest" airline media
sponsor, is "close to signing" a deal as the league's
official airline in a multiyear sponsorship that "could" be
announced this week, according to Terry Lefton of BRANDWEEK.
Due to existing club deals, it would mark the "first NFL
corporate sponsorship" package that grants Southwest "only"
the use of the NFL shield and post-season marks. Lefton
reports that Southwest will be granted only "official
airline of the Super Bowl" designation, not official airline
of the NFL. Lefton writes that with incumbent NFL
restaurant sponsor McDonald's "seemingly disinterested" in
renewing its joint sponsorship with Coca-Cola, the Southwest
deal "could be a template for the future, with
restaurant/fast food fights left open to the clubs."
Southwest is "expected to start leveraging the deal before
the end of the season as TV spots "are being executed" at
the league's NFL Films division in conjunction with
Southwest agency GSD&M. The airline is also expected to
"have a big presence" at the NFL Experience fan fest at
Super Bowl XXXII (BRANDWEEK, 11/3 issue).
