By Barry Janoff
September 8, 2015: Russell Wilson can move his team a hundred yards down the field as quarterback for the Seattle Seahawks.
But he can move passengers thousands of miles as "Chief Football Officer" for Alaska Airlines.
Wilson will continue to do exactly that this year both with Seattle and Alaska Airlines, the latter of which has extended its alliance with the quarterback for five years.
The air carrier said it would support the extension with a new multi-level marketing campaign, including a trio of TV spots, rewards for passengers and support of Strong Against Cancer and the Russell Wilson Passing Academy, both of which are among Wilson's most intense causes.
Wilson, who also has deals that include Bose, Nike and Microsoft. signed with Alaska Airlines in 2013.
Earlier this summer, he signed a four-year contract with the Seahawks valued at $87.6 million, according to industry analysts.
"Russell Wilson and Alaska Airlines go together like Seattle and 'hometown airline,'" Joe Sprague, svp-communications and external relations for Alaska Airlines, said in a statement. "As Seattle's quarterback, he's an inspirational leader for our employees and for Seattle football fans across our route network. We can't wait to cheer him on this football season and for many years to come."
The new campaign is led by three commercials — "Canoe," "Woodcarving" and "Drum Circle" — under the theme, "Alaska Airlines Company Retreat." Real employees of Alaska Airlines and sibling Horizon Air filmed the spots with Wilson, who shows them the meaning and value of greatness and teamwork.
The renewed partnership also features such activations as promotions for customers and fans throughout the football season, including early boarding on all Seattle-departing flights for customers wearing Wilson's No. 3 jersey (beginning Sept. 13); and discounted travel to Russell's away games this season. (Details here.)
Wilson in July faced off against actor-comedian Joel McHale in the "Alaska Airlines Plane Pull for Strong Against Cancer,". which raised $190,000 in cash and in-kind contributions from Alaska and Plane Pull attendees, according to the carrier.
According to Wilson, "My goal is to build strong, long-term partnerships with really great companies and people. Alaska and I have so much in common, and I couldn't be happier to continue this great relationship with my hometown airline."
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