Having one of your endorsers on the winning team can bring millions of dollars in publicity
While NetJets, the largest fleet operator in the world with over 600 private jets as part of its fractional ownership and jet card program, will be hosting parties and VIP hand holding for its customers, Wheels Up will have the most prominent position.
A win by the New England Patriots could mean millions of dollars in publicity for Wheels Up, Sentient Jet and Magellan Jet. Wheels Up counts Tom Brady (above) as an endorser while Rob Gronkowski is a Sentient customer and Julian Edelman is an endorser for Magellan. Photographer: Rhona Wise/Bloomberg News. Photo Credit: BLOOMBERG NEWSBLOOMBERG NEWS
Speaking on CNBC’s Squawk Box earlier this week CEO Kenny Dichter noted whether the Rams win their second Super Bowl championship or the Patriots pull into a tie with the Pittsburg Steelers for most wins with six, Wheels Up will be on the winning sideline. It has endorsement relationships with both head coaches (Bill Belichick and Sean McVay) and starting quarterbacks (Tom Brady and Jared Goff).
A crowd shot of Rob Gronkowski girlfriend Camille Kostek with a Sentient Jet hat would provide exposures to millions of Super Bowl viewers. Screenshot
With perhaps a stronger rooting interest, Sentient Jet sponsored a horse named after Patriots’ tight end Rob Gronkowski at the Belmont Stakes and the all-star is also a cardholder with the company. His girlfriend Camille Kostek has posted to Instagram pictures of their private jet travels, including a vacation to Jamaica.
Based in Boston, Sentient, which sponsors the NBA Celtics, issued a press release announcing a series of custom experiences for customers attending the Super Bowl from both Los Angeles and Beantown. Still, it was clear its heart (and wallet) is with the home team.
Another private jet company likely rooting for the Patriots is Boston-based Magellan Jets. It counts New England All-Star wide receiver Julian Edelman as a customer and spokesperson. As an incentive to folks purchasing 50-hour jet cards (start at $448,597) on super midsize and large aircraft last fall, it offered a VIP weekend in Atlanta, including tickets to the games and access to various hot parties.
Expected to be in the stands for the game is Patrick Mahomes, the second year quarterback for the Kansas City Chiefs, who was named the league’s Most Valuable Player. He is a spokesperson for Kansas City-based Airshare, which sells jet cards, leases and fractional shares. Possibly in attendance will be Dak Prescott, the quarterback for the Dallas Cowboys. He fronts for Nicholas Air. Panning the crowd and catching either wearing logos of their favorite private jet companies would be a cause for celebration, at least for their jet card providers.
Neither Robert Kraft, owner of the Patriots, or Stan Kroenke, who owns the Los Angeles Rams, need to hire private jets to get to the game. Through companies they own, they own outright multiple private jets. That said, the Patriots will make the most noticeable entrance and departure on one of two Boeing 767s the club bought, reconfigured into executive seating, and painted with team colors.
Of course, numerous jet card and charter companies use the Super Bowl as an opportunity to make special offers. Air Charter Service offered a $500 discount on tailored suits at Tom James for new customers who purchase a bespoke jet card starting at $142,500 per hour. Prive Jets offered a 25% discount on membership for new jet card customers while Sentient offered a special jet card to new customers who wanted to use the Super Bowl for their first flight.
