Building loyalty is tough in today’s crowded market—especially with Gen Z. Southwest Airlines is tackling that head-on through its strategic partnership with the Southeastern Conference (SEC).

What does it take to build loyalty among an entire generation, as an overwhelming number of choices floods the market? In the upcoming episode of the EssentiallySports–Think Tank podcast, airing [date and time], host Trey Holder dives into that very question with none other than Jonathan Clarkson, Vice President and Chief Product Officer for Southwest Airlines.

The duo explores how Southwest’s partnership with the Southeastern Conference is helping the airline connect with Gen Z—an audience that, as Clarkson notes, tends to show lower levels of brand loyalty when it comes to airlines.

Southwest’s SEC Strategy aims to win over Gen Z

Beyond the strategy itself, Southwest Airlines shares a unique connection with the Southeastern Conference (SEC)—its CEO, Bob Jordan, is a graduate of Texas A&M University, an SEC member school. This personal tie adds a layer of authenticity and pride to the airline’s relationship with the conference. That bond was further cemented when the Dallas-based low-cost carrier became the Official Airline of the SEC in July 2024, a strategic move aligning Southwest with one of the most influential collegiate sports conferences in the nation.

When asked why the SEC was the ideal partner, Chief Product Officer Jonathan Clarkson explained that the collaboration is key to giving their brand visibility. “The SEC may be synonymous with football,” Clarkson noted, “but there are so many sports and so many teams within that. And so many venues where your brands can show up in a genuine way.”

This is especially important as Southwest navigates generational shifts in customer behavior. “Boomers, Gen X, and to a lesser degree Millennials—there’s a fair amount of loyalty to airline brands,” Clarkson said. “But when you start to get into Gen Z, not as much.” He emphasized that younger consumers are more likely to explore their options, making brand loyalty harder to secure. “The SEC is an opportunity to seed loyalty with college students and the fan bases of these teams across all those different sports,” Clarkson concluded.

As explored in our EssentiallySports Think Tank podcast, Southwest’s approach provides valuable lessons for sports marketers navigating the evolving landscape of fan engagement. The platform actively unites top minds to explore strategy, leadership, and innovation within the sports content industry. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.