Alaska Air will have a unique partnership with one of the most marketable teams in the MLB.
Spring Training is underway, as is the business of baseball. Last week, I wrote about Snapple teaming up with the MLB and now we have some more news regarding the professional baseball league. Alaska Airlines will become the official airline for the San Francisco Giants.
While the monetary details have not been disclosed, we know the deal is for seven years and will have plenty of fun opportunities for activation. First and foremost, Alaska Air will have the naming rights to the club level as well as other signage in one of the most scenic ballparks.
Additionally, Alaska Air will have a San Francisco Giants' themed plane that fans can use and you can see a picture below. This alone would qualify as a purposeful deal, but there is still more. People taking that plane will have access to Giants' products and content and fans have the ability to use vacation packages catered to them.
Perhaps my favorite part of this deal is the community aspect. Alaska Air will be the presenting partner for the "Giants Races" which are a series of charity runs to benefit the local community. This deal goes beyond signage and brand awareness.
1.) The airline will be associating themselves with charity and giving back to the community and this CSR approach should pay off.
2.) MLB seasons are lengthy and provide the airline with several opportunities to show their signage.
3.) The bulk of the MLB season is over the summer which is also when the majority can take vacations, perfect for Alaska Air to step in.
4.) The Giants'-themed plane will provide a unique aspect to this sponsorship and will allow for signage in more than just the San Francisco area.
5.) Think about how you can leverage a sponsorship to make sure there is a CSR aspect as well as signage and fun activation.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell