Wednesday
Mar302011

JetBlue Renews Deal With Red Sox, But Gets Bumped By Dodger Blue For United

By Barry Janoff, Executive Editor

March 30, 2011: JetBlue Airways enjoys being a member of Red Sox Nation, so much so that the carrier has enhanced and extended it marketing and sponsorship deal with Boston's MLB franchise.

JetBlue, which has been a partner of the Boston Red Sox and Fenway Park since 2008, has signed an eight-year extension as the official airline of the team and the official airline of the stadium that is home to the Green Monster. In addition, the airline will be title sponsor of JetBlue Park, the new spring training site for the Red Sox, scheduled to open in 2012 in Lee County, Florida. The 11,000 seat venue will include a replica of the Green Monster from Fenway Park.

However, the Los Angeles Dodgers are now flying a new carrier, having replaced JetBlue, its official carrier since 2008, with United Airlines via a multi-year deal that includes marketing activation and naming rights to a fan section at Dodger Stadium.

Financial terms of the new deals were not disclosed.

As part of the extension with the Red Sox, JetBlue also becomes a Fenway Park Preservation Partner, making it one of a "select group of organizations" that will participate in the 100th anniversary in 2012 of Fenway Park (which official opened April 12, 1912).

Additional extension terms include JetBlue signage throughout Fenway Park, naming rights to the Red Sox Dominican Academy, continued sponsorship of the annual Spring Training "Truck Day" and preferred partner status of the Red Sox Destinations fan travel program.

"From the outset, our relationship with JetBlue Airways has been a true partnership based on our shared commitment to the highest levels of customer service."

"From the outset, our relationship with JetBlue Airways has been a true partnership based on our shared commitment to the highest levels of customer service," Sam Kennedy, Red Sox evp and COO, said in a statement. "The foundation of our work together continues to be in Boston and Fenway Park, but we're thrilled that with today's announcement it now officially extends not only to our new Spring Training home in Lee County, Florida, but also to our work in the Dominican Republic.  This is a great day for Red Sox Nation."

JetBlue's alliance with the Red Sox affords it significant visibility in a city in which it lays claim to being the largest carrier at Boston Logan International Airport, serving as of June 2011 42 destinations non-stop from Boston.

JetBlue is also the official airline of the Boston Marathon.

According to Marty St. George, JetBlue's svp-marketing and commercial strategy, "JetBlue is committed to being an involved member of the Boston community,"

In Los Angeles, United's status as the new official airline of the team includes signage for United on the outfield wall, behind home plate and the entrance and facade of the suite level at Dodger Stadium. The renaming of a club suite section to the United Club Suites is the first time a portion of Dodger Stadium has taken on a corporate name, according to the club.

"You can see that this isn't a building that has a lot of demarcation and signage. It really takes a special brand for us to work with at this level," Michael Young, chief revenue officer for the Dodgers, said in a statement.

Under terms of the deal, United will be fully integrated in the Dodgers' game-day experience with "DodgerVision features showcasing the team's travel experience, the Dodgertown promotion highlighting fans in Dodgers gear all over the world, in-seat giveaways and a promotional-item night," according to the team.

According to Mark Bergsrud, svp-marketing for United, "United is excited to partner with a true Los Angeles icon that is also a global brand. As the largest airline in the City of Angels, we are thrilled to be a part of the team experience — both in Los Angeles and at every away game — for both players and fans."

JetBlue Thinks Green (Monster) In Red Sox, Fenway Park Alliance

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