• Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
Live and Let's Fly
  • Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
Home » United Airlines » Why United Won’t Sponsor USA Olympic Team Beyond 2020 (While Delta Drops $400MN)
Delta Air LinesUnited Airlines

Why United Won’t Sponsor USA Olympic Team Beyond 2020 (While Delta Drops $400MN)

Matthew Klint Posted onFebruary 28, 2020February 28, 2020 9 Comments

For decades, United Airlines has sponsored the USA Olympic and Paralympic teams. But after the 2020 Summer Olympics in Tokyo, United will no longer be an official sponsor. Instead, Delta will. 

The Los Angeles Times reports that the 2028 Sumer Olympics in Los Angeles just landed Delta as a sponsor. Although Delta has not officially confirmed the deal, it is thought to be worth $400 million, which is huge but still a small fraction of the $7 billion it will cost to host the games in Los Angeles. The sponsorship will run through 2028.

Meanwhile, United has elected not to renew is sponsorship. A United spokesperson glossed over the future, instead focusing on the past and present:

“United Airlines has enjoyed a longstanding partnership with Team USA athletes for nearly four decades and we are excited for the Tokyo Games later this summer. Even after our sponsorship ends, we look forward to cheering proudly for our athletes and their unwavering competitive spirit for years to come.”

But in a note to employees shared with Live and Let’s Fly by an insider, United is looking toward a different focus in the future:

Over the last 40 years, United has proudly sponsored Team USA Olympic and Paralympic athletes as part of our long-standing partnership with the United States Olympic & Paralympic Committee (USOPC).

While the partnership will remain through the 2020 Summer Olympics in Tokyo, United elected in 2019 not to pursue a renewed sponsorship agreement with the USOPC moving forward. Instead, we will focus on investing in our employees as well as initiatives that will improve the customer experience.

Even after our sponsorship ends, we look forward to cheering proudly for our athletes and their unwavering competitive spirit for years to come.

United won’t comment now on what those improvements to the customer experience or investment in employees are, but it is an interesting rationale considering United initially dropped $70 million for naming rights to the Los Angeles Memorial Coliseum (before protest from Angelenos who did not want the Coliseum “commercialized”, leading to an undisclosed settlement to name it “United Airlines Field at the Los Angeles Memorial Coliseum”). I bring that up because it arguably had a far lower return on investment than associating United with Team USA in promotions around the world.

CONCLUSION

Frankly, I’d rather see $400MN invested in the onboard product and in employees than in the US Olympics. I’m not a marketing major, but it seems to me meaningfully improving the customer experience will win a lot more loyalty than affixing the United logo to the USA Olympic team. $400MN can go a long way…

Get Daily Updates

Join our mailing list for a daily summary of posts! We never sell your info.

You have Successfully Subscribed!

Previous Article Booked: Finnair A330, Air France A350, And Air Canada 787 Business Class!
Next Article Air Transat, Where A Cough Is A “Contagious Disease”

About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

Related Posts

  • Airline Stocks

    Mixed Financial Results Paint Murky Travel Picture In 2025

    May 4, 2025
  • United Airlines Polaris Lounge Chicago Review

    Review: United Polaris Lounge Chicago (ORD)

    May 1, 2025
  • United Arrivals Lounge London Review

    Review: United Arrivals Lounge London (LHR)

    March 17, 2025

9 Comments

  1. JBM Reply
    February 28, 2020 at 8:01 am

    At the end of the day, investing in the Olympics is a marketing tactic. I’m positive that, with all of his number crunching, Scott Kirby determined it wasn’t worth the expense.

  2. Joey Reply
    February 28, 2020 at 8:20 am

    I love the Olympics (been watching since 1996) but have never really associated United nor any airline with it. I agree that the money can be put to better use by improving customer experience.

  3. Daniel Reply
    February 28, 2020 at 8:31 am

    $400 million is a lot of money for just one summer Olympics. I believe the association is technically with the U.S. Olympic Committee rather than the “official” airline of the worldwide Olympics. IE, United is proud to fly Team USA.

    The $70 million that United was willing to spend on naming rights was for 15 years.

    • Andrew Reply
      February 28, 2020 at 7:50 pm

      Delta’s 400 million isn’t for 1 summer game, its through 2028 so 3 summer games and 2 winter games.

      • Matthew Reply
        February 28, 2020 at 8:51 pm

        You are correct, but I never said it was for one game.

  4. AR Reply
    February 28, 2020 at 10:30 am

    I’m always skeptical of statements like this to employees – especially in the airline business. “We’re reinvesting in YOU, our most important asset. But don’t ask us how. Or when. Or what. Just believe. The company wants what’s best for you, the employee. Trust us” And United is no different. It’s BS doublespeak. Why don’t they just say, “We didn’t see the ROI anymore that we used to and felt it was best to spend the money on executive bonuses”?

    • Christian Reply
      February 28, 2020 at 11:29 pm

      Sadly, I’m inclined to agree. Scott Kirby spending actual money to draw customers, particularly in coach where the vast majority of people fly? Dream on. I think there’s a picture of the guy in encyclopedias under Soulless Bean Counter.

  5. JB Reply
    February 28, 2020 at 2:55 pm

    $400 Million can go a long way! I’ll happily take half of it from then and vocally promote UA everywhere I go 🙂

  6. Paul Reply
    August 4, 2021 at 9:33 pm

    Okay Scott Kirby, show us what $400M of improvements to customer experience looks like.

Leave a Reply

Cancel reply

Search

Hot Deals for May

Note: Please see my Advertiser Disclosure

Capital One Venture X Business Card
Earn 150,000 Miles Sign Up Bonus
Chase Sapphire Preferred® Card
Earn 100,000 Points
Capital One Venture X Rewards Credit Card
Capital One Venture X Rewards Credit Card
Earn 75,000 Miles!
Capital One Venture Rewards Credit Card
Capital One Venture Rewards Credit Card
Earn 75,000 Miles
Chase Ink Business Unlimited® Credit Card
Earn $750 Cash Back
The Business Platinum Card® from American Express
The Business Platinum Card® from American Express
Earn 120,000 Membership Reward® Points

Recent Posts

  • a inside of a plane with lights
    Review: Korean Air 747-8 First Class May 27, 2025
  • a screen on a plane
    My Highly Productive Daytime Flight To London On JetBlue May 27, 2025
  • Southwest Airlines Checked Bags
    Suicide: Southwest Airlines Eliminates Free Checked Baggage May 27, 2025
  • Spring Break JetBlue SAS
    Booked! A Transatlantic Getaway On JetBlue + SAS May 26, 2025

Categories

Popular Posts

  • United Airlines Polaris Lounge Chicago Review
    Review: United Polaris Lounge Chicago (ORD) May 1, 2025
  • United Airlines Refresh Polaris Lounge Chicago
    First Look: United Airlines Reopens Renovated Polaris Lounge In Chicago (ORD) April 29, 2025
  • a hand holding a blue card
    Chase Sapphire Preferred 100K Bonus Offer Ending Soon May 2, 2025
  • Aegean Airlines Feast
    A Feast Fit For A King On Aegean Airlines May 23, 2025

Archives

May 2025
M T W T F S S
 1234
567891011
12131415161718
19202122232425
262728293031  
« Apr    

As seen on:

facebook twitter instagram rss
Privacy Policy © Live and Let's Fly All Rights Reserved. Unauthorized use and/or duplication of this material without express and written permission from this site’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Live and Let's Fly with appropriate and specific directions to the original content.