As a result of a report recently released regarding the systemic abuse of players in the United States' National Women's Soccer League (NWSL), Alaska Airlines is evaluating its sponsorship deals with football teams.
Alaska Airlines football sponsorships
Alaska Airlines is currently a partner and sponsor of two Portland-based football teams, the Timbers (men's Major League Soccer team) and the Thorns (women's team in the NWSL).
But following the investigation and report by former U.S. Attorney General Sally Q. Yates, Alaska is reconsidering its sponsorship. The airline released the following statement:
"We are deeply concerned by the findings in the Sally Q. Yates independent report, commissioned by U.S. Soccer. We recognize the remendous courage of the women's soccer players and others who came forward. As a long-standing partner of the Portland Thorns and Timbers FC, our priority is supporting the players and ensuring any action we take contributes to positive systemic change. We are currently assessing options to fulfill those objectives."
The investigation involved more than 200 players, coaches, league, and team officials. Its findings were devastating, and the report says,
"Our investigation has revealed a league (NWSL) in which abuse and misconduct - verbal and emotional abuse and sexual misconduct - had become systemic, spanning multiple teams, coaches, and victims. Abuse in the NWSL is rooted in a deeper culture in women's soccer, beginning in youth leagues, that normalizes verbally abusize coaching and blurs boundaries between coaches and players."
Delta Air Lines is also a sponsor of the NWSL, the only official airline of the league. The airline has not positioned itself regarding this issue at the time of publication.
Recent Alaska Airlines news
Simple Flying recently reported that according to AFA Alaska (the union representing the airline's flight attendants), Alaska Airlines is considering updating its premium product to compete with other airlines.
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According to Alaska Airlines, the first retrofitted aircraft should enter service by the end of the month. The airline currently has 61 Boeing 737-800 aircraft, and to retrofit the entire fleet would require a $20 million investment. At the moment, it is unclear what the specific updates could be.
Alaska Airlines recently launched a Revenue Rebook program, which the airline expects will generate "a few million dollars" this year. The program differs from most ancillary services; it makes passengers happy while generating additional revenue.
Alaska has a system that analyzes booking levels and demand for each flight. If an in-demand flight is sold out, the airline will search for volunteers to rebook themselves on alternative flights. Passengers willing to switch flights open up space for those willing to pay a higher cost for the in-demand flights.
"The Revenue Rebook product says 'maybe there are some people on this peak flight who don't actually need to fly on the peak flight.' So you can offer them compensation, vouchers to fly on your airline later and given them the option to choose to fly this other flight that's empty."