Tuesday
Dec152009

Look, Up In The Sky. It's A Bird. It's A Plane. It's Dwight 'Superman' Howard On AirTran

Marketing campaign with Dwight Howard for AirTran.December 15, 2009: Continuing what has been an aggressive year of building sports marketing partnerships, AirTran Airways has signed Dwight Howard of the NBA's Orlando Magic to an endorsement deal. Financial terms were not disclosed.

Howard, whose nickname is Superman for his powerful build and aerodynamic dunks, will be featured in radio spots, online advertising and out-of-home advertising. Howard's endorsement deals also include T-Mobile, adidas, McDonald's and Vitaminwater. Howard is handled by Goodwin Sports Management, Seattle.

AirTran will use Howard to boost its marketing presence in the state as well as nationally. The low-fare carrier is based in Orlando but has its largest hub at Hartsfield-Jackson Atlanta International Airport. AirTran also unveiled a specially designed plane in the team colors of the Orlando Magic, dubbed Magic One.

AirTran, a subsidiary of AirTran Holdings, recently became the official airline of the Orlando Magic and also has marketing deals with the NFL's Atlanta Falcons, Baltimore Ravens and Indianapolis Colts; the Pro Football Hall of Fame; the NHL's Boston Bruins and Florida Panthers and MLB's Milwaukee Brewers. Howard also joins a roster of AirTran athlete endorsers that includes Danica Patrick, teen tennis star Melanie Oudin, NFL quarterbacks Matt Ryan and Donovan McNabb and former MLB all-star pitcher Tom Glavine.

Dwight Howard poses in front of Magic One with (left to right) Orlando Magic COO Alex Matins, AirTran svp-marketing Kevin Healy and AirTran CEO Bob Fornaro."Dwight Howard is one of the most outstanding young athletes in sports today. His accomplishments on the court and his community involvement off the court make him a great fit for AirTran Airways and what we strive to do as the hometown airline," Tad Hutcheson, AirTran Airways' vp-marketing and sales, said in a statement. "We look forward to a long and successful partnership with him."

The all-star center, who led the Magic to the NBA Finals last season, won the 2008 Sprite Slam Dunk contest during NBA All-Star Weekend, which included a dunk in which he wore a red cape and T-shirt with the letter S to emulate Superman of DC Comics fame.

AirTran Keeps Soaring With Sports Sponsorships

Melanie Oudin Adds AirTran To Growing Endorsement Roster

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