Pigskin and profit
New Southwest Airlines sponsorship will fly high at Longhorns football games
At this Saturday’s kickoff of the Texas Longhorns’ 2012 football season, the eyes of Texas will be upon the players and coaches — and on promotions for the newest sponsor of UT’s sports programs and alumni association.
In July, Dallas-based Southwest Airlines became the official airline of the university’s 20 sports teams and the University of Texas Ex-Students’ Association, better known as the Texas Exes. The five-year deal is worth hundreds of thousands of dollars.
Throughout Darrell K. Royal-Memorial Stadium, football fans will see Southwest’s logo everywhere, most notably on the enormous video scoreboard. Furthermore, Southwest will be the “presenting sponsor” of the first home football game each year, including this Saturday’s contest against the University of Wyoming Cowboys. Southwest’s presence — primarily in the form of signs — will be obvious at other UT sports venues, too, such as the Frank Erwin Center and UFCU Disch-Falk Field.
Under a five-year deal brokered and managed by marketing company IMG College, the athletics department and the Texas Exes will split the Southwest money. Southwest replaced JetBlue as the official airline for the sports program.
Chris Plonsky, women’s athletics director at UT, said the Southwest deal is valued in the “healthy six figures” per year, including cash and flight vouchers. She declined to be more specific, except to say in response to a question that “healthy” means substantially more than $100,000 annually. Plonsky said the money, which will be funneled through IMG, will support UT’s sports team.
Tim Taliaferro, a spokesman for the Texas Exes, said money from the Southwest deal will bolster a variety of initiatives, including distinguished alumnus awards and student scholarships. The Texas Exes operates on an annual budget of about $7 million. Taliaferro said Texas Exes will see plenty of evidence of the sponsorship, including ads in the alumni magazine and periodic airfare offers just for members of the alumni association.
On the airline’s blog, Southwest said the sponsorship “just makes sense, especially as Austin continues to grow. From 2000-2010, the population of Austin grew by more than 20 percent. With an increased population, we must increase our Southwest presence.”
Southwest is the No. 1 carrier at Austin-Bergstrom International Airport; last year, the airline handled 38 percent of U.S. flights to and from ABIA.
It should come as no surprise that the head of Southwest is a Longhorn. Gary Kelly, the airline’s chairman, president and CEO, graduated from UT in 1977 with a bachelor’s degree in accounting. He was named a UT Distinguished Alumnus in 2010. A year later, Kelly delivered the spring commencement address for graduates of the master’s degree program in professional accounting.
“I am a proud UT alum, and … I have a strong passion for the Texas Longhorns,” Kelly said when the sponsorship was announced.