How Delta and the WNBA have redefined successful brand partnerships

'We transport people every day to do great things and every one of them has a story. Telling those stories builds real emotional connections with our customers.'
So says Alicia Tillman, Chief Marketing Officer of Delta Air Lines, talking about one of the company's newest partnerships with the popular WNBA (viewership last season reached a 24-year high!)
But this partnership is more than just your typical brand alliance—it's a signal of what modern collaborations can and should look like. It's a masterclass in a new kind of storytelling that fosters engagement and brand loyalty by focusing on shared values, authenticity and the power of human journeys.
The partnership makes Delta the official airline of the WNBA—and, importantly, is a game-changing shift toward parity. Delta now provides charter flight access to all WNBA teams—a long-awaited perk that male players in the NBA have enjoyed for years.
To celebrate the start of the 2025 season, Delta and the WNBA just debuted a powerful, highly entertaining video series called Power Forward. The series dives into the personal journeys of three standout, incredibly likable players—giving fans a sneak peek into their ascent to the top and their lives both on and off the court.
From the start, Tillman approached the WNBA with the intention of shining a light on athletes whose narratives are often overlooked.
'When we first met,' said Tillman, of her meeting with the WNBA's Chief Growth Officer Colie Edison, 'we took a step back from the mechanics of negotiations and asked what each of our goals were.' Edison's focus was on gender equity and purpose. Tillman wanted to use Delta's brand equity to provide a platform for the women of the WNBA to amplify their stories, bringing more attention to the women, the game and the league. "Our organizations have the same values. That's where relationships are born,' said Tillman.
'We have to be purposeful and thoughtful in our partnerships,' said Edison. 'If we're not aligned, I don't care how much money you have. We're not going to do something together.'
Delta's partnership with the WNBA isn't just about sports or travel. It's about connecting with customers through storytelling. 'It's not just about getting women of the WNBA from point A to point B,' says Tillman, 'but it's about sharing their journeys.'
And it's why Power Forward works. The collaboration's first content campaign is a three-part video series featuring power forwards Breanna 'Stewie' Stewart of the New York Liberty, Cameron Brink of the Los Angeles Sparks and Nneka Ogwumike of the Seattle Storm. The WNBA players featured in the series are real and multi-dimensional—athletes, activists, style icons, wives, mothers and sisters. The videos aren't just highlight reels—they're funny and emotional looks into the personal stories, challenges, triumphs and ambitions of these remarkable athletes.
'Most people don't relate to professional athletes when they're at the top of their game. Where they're relatable is on their journey,' said Tillman. From Brink's brother proudly declaring in the film, 'I'm really proud of what you haven't done yet,' to Ogwumike's sister describing her not just as a role model but a 'goal model,' these stories resonate far beyond the basketball court.
'When you watch men play sports, you watch the game,' said Shelly Zalis, co-host of the Power Forward premiere and founder of The Female Quotient. 'When you watch women play, you watch their stories.'
The collaboration, and the Power Forward series, is an extension of how Delta sees its role in the lives of its customers: not just as a carrier, but as a connector of people and a creator of memories.
While the airline is in the business of movement, it has now evolved that model outside the airport, bringing their famous lounge experience to venues like SXSW and the Consumer Electronics Show. 'Last year Delta went for the first time [to SXSW] and built the most unbelievable lounge experience,' said Tillman. 'Lines wrapped around the corner for 5 days straight because people wanted to get in.'
This is especially important to younger consumers, Tillman shared. Delta's data shows Gen Z, in particular, is coming of age with a worldview shaped by economic uncertainty, COVID, and a desire for meaning. They are spending more—and earlier—than previous generations and they're choosing to invest in experiences rather than tangible goods. They want brands to show up with purpose and authenticity.
Another way Delta is leaning into the GenX/Millennial consumer (still their largest consumer group) and appealing to GenZ (their largest source of future growth) is the Delta's SkyMiles Experiences program, which offers once-in-a-lifetime events that can be purchased only using loyalty points—from private styling sessions with Rachel Zoe to exclusive dance lessons with the Rockettes. These bi-weekly 'experiential drops' are curated for cultural relevance, and they routinely sell out within hours.
The Delta-WNBA collaboration is a case study in what's possible when partnerships are built around real stories and shared purpose. Brands looking to emulate its success should consider the following:
Delta
As the WNBA enjoys record-breaking ratings, sponsorship growth and cultural momentum, Delta is positioned not just as a travel provider—but as a platform for change. 'We're not going to shut up and just dribble,' says Brink. 'We're going to come together and fight for what we believe in.'
And that's what makes this partnership a model for the future. In an era where customers expect brands to reflect their values and tell real stories, Delta and the WNBA aren't just moving people—they're moving culture.

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

NBC Sports

7 minutes ago

• NBC Sports

Braves at Mets prediction: Odds, expert picks, starting pitchers, betting trends, and stats for June 23

Its Monday, June 23 and the Braves (35-41) are in Queens to open a three-game series against the Mets (46-32). Spencer Schwellenbach is slated to take the mound for Atlanta against Paul Blackburn for New York. The Mets lost two of three over the weekend against the Phillies and have now lost eight of their last nine games. Sunday, New York was smacked by Philadelphia 7-1. Edmundo Sosa went 3-4 including a three-run home run and Jesus Luzardo pitched 6.2 innings of scoreless baseball to earn his seventh win of the season. Atlanta swept three games against the Mets to open last week but then proceeded to lose two of three in Miami to the Marlins. Sandy Alcantara allowed three runs over six innings yesterday in a 5-3 Miami win. Lets dive into the matchup and find a sweat or two. We've got all the info and analysis you need to know ahead of the game, including the latest info on the how to catch tipoff, odds, recent team performance, player stats, and of course, our predictions, picks & best bets for the game from our modeling tools and staff of experts. Follow Rotoworld Player News for the latest fantasy and betting player news and analysis all season long. Game details & how to watch Braves at Mets Date: Monday, June 23, 2025 Time: 7:10PM EST Site: Citi Field City: Queens, NY Network/Streaming: FDSNSO, WPIX Never miss a second of the action and stay up-to-date with all the latest team stats and player news. Check out our day-by-day MLB schedule page, along with detailed matchup pages that update live in-game with every out. Odds for the Braves at the Mets The latest odds as of Monday: Moneyline: Braves (-125), Mets (+105) Spread: Braves -1.5 Total: 8.0 runs Probable starting pitchers for Braves at Mets Pitching matchup for June 23, 2025: Spencer Schwellenbach vs. Paul Blackburn Braves: Spencer Schwellenbach (5-4, 3.26 ERA) Last outing: 6/17 vs. Mets - 7IP, 4ER, 6H, 2BB, 8KsMets: Paul Blackburn (0-1, 6.92 ERA) Last outing: 6/18 at Atlanta - 3.2IP, 3ER, 4H, 2BB, 2Ks Braves: Spencer Schwellenbach (5-4, 3.26 ERA) Last outing: 6/17 vs. Mets - 7IP, 4ER, 6H, 2BB, 8Ks Mets: Paul Blackburn (0-1, 6.92 ERA) Last outing: 6/18 at Atlanta - 3.2IP, 3ER, 4H, 2BB, 2Ks Rotoworld still has you covered with all the latest MLB player news for all 30 teams. Check out the feed page right here on NBC Sports for headlines, injuries and transactions where you can filter by league, team, positions and news type! Top betting trends & insights to know ahead of Braves at Mets The Braves have won 4 of their last 5 games against teams with winning records The Braves' last 5 divisional matchups have stayed under the Total The Mets have failed to cover the Run Line in 5 of their last 6 home games Juan Soto was 4-9 (.444) in the series at Philadelphia and 3-11 (.273) in the prior series in Atlanta. Austin Riley has hit safely in 4 straight games (4-17) Matt Olson was 5-11 (.455) last week in the series against the Mets If you're looking for more key trends and stats around the spread, moneyline and total for every single game on the schedule today, check out our MLB Top Trends tool on NBC Sports! Expert picks & predictions for tonight's game between the Braves and the Mets Please bet responsibly. If you or someone you know has a gambling problem, call the National Gambling Helpline at 1-800-522-4700. Our model calculates projections around each moneyline, spread and over/under bet for every game on the MLB calendar based on data points like past performance, player matchups, ballpark information and weather forecasts. Once the model is finished running, we put its projection next to the latest betting lines for the game to arrive at a relative confidence level for each wager. Here are the best bets our model is projecting for Monday's game between the Braves and the Mets: Moneyline: NBC Sports Bet is recommending a play on the Atlanta Braves on the Moneyline. Spread: NBC Sports Bet is leaning towards a play ATS on the New York Mets at +1.5. Total: NBC Sports Bet is recommending a play on the over on the Game Total of 8.0. Want even more MLB best bets and predictions from our expert staff & tools? Check out the Expert MLB Predictions page from NBC Follow our experts on socials to keep up with all the latest content from the staff: Jay Croucher (@croucherJD) Drew Dinsick (@whale_capper) Vaughn Dalzell (@VmoneySports) Brad Thomas (@MrBradThomas)

Newsweek

18 minutes ago

• Newsweek

Woman Recalls Avoiding Fatal 1985 Plane Crash After Last-Minute Change

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. A woman from South Florida has gone viral on TikTok after recounting how her family narrowly avoided boarding a doomed Delta Air Lines flight in 1985—a twist of fate that may have saved their lives. In a video posted on June 13 from her account @ 56-year-old Karine Shashoua recalled being booked on Delta Air Lines Flight 191, which crashed during a thunderstorm at Dallas-Fort Worth International Airport on August 2, 1985, killing 137 people. Shashoua's clip has since racked up over 360,000 views. "I was supposed to be on a plane that crashed back in 1985," Shashoua said in the video. "Here's the story about it … I'm reminded of it every time there's a tragedy like Air India yesterday …" Shashoua was referencing the crash of an Air India flight earlier this month that killed all but one of the 242 people on board. A 40-year-old British national was the sole survivor, escaping through an emergency exit. Shashoua, who was 15 at the time, was due to go on a family trip to Los Angeles with her father and brother for her dad's high school reunion. They were initially booked on Flight 191 departing Fort Lauderdale on August 2, but changed plans two weeks before. "We were originally booked on Delta Flight 191 … a couple of weeks before the trip, my dad decided we should extend our stay and fly out early to explore California," Shashoua told Newsweek. "Our travel agent changed the tickets, and we left on July 31." At first, the change seemed too costly. "My father was told it would cost $1,000 to change the tickets, so he declined to make the change," Shashoua said in her video. "However, the travel agent called him back the next day and said, 'I made a mistake. It's only gonna cost $300 to change those three tickets.'" So, her family left for Los Angeles on that Wednesday (July 31) instead of Friday (August 2). It was only after they had arrived in L.A. that the family learned of the disaster they had sidestepped. "By the time the crash happened, we were already in L.A. My father heard about it on the radio and was visibly shaken—I remember him pulling over to collect himself," she said. "At the time, it felt like I'd just narrowly avoided disaster, but I didn't grasp how deeply it would stick with us." The crash, one of the deadliest in U.S. aviation history, was caused by a microburst—a powerful downdraft from a thunderstorm. The National Weather Service says that the crash led to significant changes in aviation weather safety. "The Delta Air Lines Flight 191 accident marked the 3rd event between 1975 and 1985 in which more than 100 fatalities occurred due to a microburst in the United States," the NWS states. These tragedies "helped to drive the need to reform aviation weather safety" through better hazard detection and pilot training, the national weather body adds. Remarkably, this wasn't the only brush with death for her dad. "Would you believe that my father missed a flight that crashed in the early 1960s when he was in college, so it's happened to him twice," Shashoua said. Despite surviving the incident unscathed, the near-miss had lasting psychological effects. "Over time, my fear of flying grew," Shashoua said. "I was raised by my amazing, albeit superstitious, family including my grandmother, and the combination of early trauma, magical thinking, and a desire to control the uncontrollable made it worse." That fear became so overwhelming that she began canceling flights and required medication just to board a plane. "At one point, I couldn't get on the plane at all." Research shows that Shashoua is far from alone. A 2021 study in Frontiers in Psychology estimated that between 10 and 40 percent of people in industrialized nations have some fear of flying. An earlier 2019 study in Aerospace Medicine and Human Performance found turbulence, unfamiliar aircraft noises, and the threat of terror attacks were among the top anxiety triggers. Shashoua eventually sought help through therapy, including EMDR (eye movement desensitization and reprocessing), which helped her confront the trauma. "What helped was therapy … and a shift in mindset. I stopped trying to avoid the fear and instead visualized being calm in the worst-case scenario." Over time, she said, her outlook changed: "With age, perspective, and a deeper faith in how the universe works, I let go of needing control. I no longer engage with the fear … it may resurface someday, but, for now, I've made peace with it." In an ironic twist, flying is now part of her daily routine. In 2024 alone, she completed 57 flights for her business, TLK Pet Transport. "I've finally found something I love doing, and I refused to let fear stand in my way any longer," she said. "I travel all over the country and do private one-on-one transportation usually for people who have seasonal homes in the northeast or cross-country." Shashoua added that every tragedy brings her story back to the forefront. "Every time I hear about a crash, like the recent Air India incident, I think of the people who changed their plans last minute," she said. "That's why I don't let delays or travel stress get to me anymore—it's all out of my control. I choose to focus on living, and that mindset has made all the difference." A screenshot of a viral TikTok video of Karine Shashoua recalling the time she nearly got on a plane that crashed back in 1985. A screenshot of a viral TikTok video of Karine Shashoua recalling the time she nearly got on a plane that crashed back in 1985. @ on TikTok Do you have a travel-related video or story to share? Let us know via life@ and your story could be featured on Newsweek.

Skift

38 minutes ago

• Skift

How Extreme Weather Is Shaping Travel Plans

Only a third of travelers actively avoided destinations due to extreme weather. But many are opting for flexible bookings, safer seasons, or backup plans rather than canceling trips entirely. Global warming surged to alarming new highs in 2024: The World Meteorological Organization reported that 2024 was the warmest year ever recorded, with temperatures approximately 1.55°C above pre‑industrial levels. Skift Research surveyed U.S. travelers to learn how weather-related events are affecting their travel choices. Our survey reveals that most are not yet significantly altering their plans in response to climate risks: Only 34% reported avoiding destinations due to extreme weather, and another 21% considered it. In addition, 40% were unconcerned and 24% took no specific precautions. That suggests that climate concerns are still secondary for many travelers — and could also suggest a clear divide in risk perception. Among those who are adapting, popular strategies include choosing more climate-stable destinations, traveling in shoulder seasons, and booking flexible or refundable travel. This behavior indicates a growing, but not yet dominant, awareness of climate-related travel risks. It also points to a form of passive risk management: instead of changing destinations or timing upfront, travelers are relying on reactive measures — such as cancellations, refunds, or insurance claims — if disruptions do occur. In other words, climate isn't necessarily deterring travel, but it is shaping how people prepare for uncertainty. One particularly telling shift is the increased preference for shoulder season travel. With 31% of respondents adjusting the timing of their trips to avoid weather extremes, this reflects a more thoughtful, balanced approach — travelers are not abandoning their plans, but they are choosing windows that offer more stable conditions, fewer disruptions, and greater peace of mind. It's a sign that while climate may not yet dominate travel decisions, it's quietly reshaping when and how people move. Skift's in-depth reporting on climate issues is made possible through the financial support of Intrepid Travel. This backing allows Skift to bring you high-quality journalism on one of the most important topics facing our planet today. Intrepid is not involved in any decisions made by Skift's editorial team.