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Issue: 1061 Date: 12/23/2010
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Delta, St. Louis Rams ink sponsorship deal
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Delta Air Lines and the St. Louis Rams announced a multiyear sponsorship deal on Tuesday that makes Delta the football team's official airline. Financial terms were not disclosed.
American Airlines, which has cut 20 cities from its service at Lambert-St. Louis International Airport, previously held the Rams' sponsorship deal. Fort Worth, Texas-based American Airlines, a subsidiary of AMR Corp. (NYSE: AMR), decided not to renew the sponsorship deal after last season after reviewing its global portfolio of deals, said Billy Sanez, an American spokesman. American had been the official airline of the Rams dating back to the days of TWA, he said.
The new deal with Delta covers the 2010 and 2011 seasons. It includes an agreement that names Delta as the Rams' exclusive charter airline. Delta is transporting the team and staff on Boeing 757-300 aircraft for all road games, with a dedicated cabin crew that flies every trip.
Delta has partnered with the team on promotions and marketing, including Delta's presence on signage during home football games, in the Rams Insider Game Day programs and on the Rams' website.
Delta employees at Lambert-St. Louis International Airport have been sporting Rams caps and logos in recent weeks.
The agreement reflects Delta's growing presence in St. Louis, the Atlanta-based airline (NYSE: DAL) said.
"This partnership demonstrates Delta's ongoing commitment to St. Louis as we continue to invest in the market with new service and enhanced facilities for our customers," said Hank Halter, Delta's senior vice president and chief financial officer, in a statement.
Delta has 41 peak-day flights at Lambert in its fall schedule, with service to 11 cities, including all seven of its major hubs. In recent months, Delta has added new nonstop service from St. Louis to LaGuardia Airport in New York, Reagan National Airport in Washington, D.C., and Raleigh-Durham, N.C. Delta also offers nonstop service to Seattle via its codeshare partnership with Alaska Airlines.
"We appreciate Delta's commitment and growing presence in the St. Louis market and look forward to a long partnership," said Bob Reif, the Rams' executive vice president of sales and marketing and chief marketing officer, in a statement.. In recent months, Delta has added new nonstop service from St. Louis to LaGuardia Airport in New York, Reagan National Airport in Washington, D.C., and Raleigh-Durham, N.C. Delta also offers nonstop service to Seattle via its codeshare partners |
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