Delta’s Marketing Machine Taps Olympic Sponsorship on New Brisbane Route

How soon is too soon? There are three and a half years to go until the Los Angeles Olympic and Paralympic Games begin, but that isn’t stopping Delta from leveraging its sponsorship. 

The Atlanta-based carrier is the official airline of Team USA and an inaugural founding partner of the Los Angeles 2028 Games. Delta hasn’t disclosed the commercial terms of the deal, but similar sponsorships typically cost at least $100 million. The Sports Business Journal reports that Delta’s contract for the 2028 event is worth upwards of $200 million.

It’s therefore no surprise that Delta is keen to get maximum marketing bang for its buck. 

A little after 11 pm on Wednesday, the airline launched its latest ultra long-haul route. The nonstop service from Los Angeles to Brisbane crosses the International Date Line and is due to touch down in the Australian city on Friday morning local time. The journey is scheduled at more than 14.5 hours.