Sports fans live for the thrill. Nothing can match the roar of a packed stadium filled with die-hard fans. However, for brands, it is not just a celebration, but a chance to connect with passionate fans on a deeper level. And it seems like Southwest Airlines has mastered this art.

In an upcoming episode of the EssentiallySports-Think Tank podcast (releasing on Tuesday at 11:30 AM), host Trey Holder sits down with Jonathan Clarkson, Vice President and Chief Product Officer at Southwest Airlines, to explore how the airline measures success in its sports partnerships. The candid conversation unveiled a disciplined approach to setting goals, leveraging local markets, and capitalizing on unexpected moments. The interview became a blueprint for how Southwest has utilized its NFL sponsorships to drive measurable business outcomes while fostering lasting customer loyalty through its Rapid Rewards program.

Goal-Driven Growth: How Southwest Sets Sponsorship Targets

As Holder asked about Southwest’s evaluation of sports partnerships, the VP emphasized the importance of clear metrics from the outset. “We go in with criteria upfront,” he emphasized, underscoring how the company treats sponsorships as strategic tools to drive specific outcomes. “It’s an investment,” he added. In markets with robust flight operations but underdeveloped Rapid Rewards participation, the airline has to go in with a clear indication.

“We have to be able to say that we are either going to drive in this market… [The sponsorship] has to yield x number of enrollments in order to be worthwhile or has to yield x number of bookings,” he explained. This approach is what guided Southwest’s partnership with the Dallas Cowboys. Where a program like ‘Double Points’ offers ticket giveaways, practically aimed at boosting enrollment.

However, measuring fan passion comes with its challenges. “It’s one of the more challenging sponsorship structures to evaluate. Because so much of it is built on passion and so much is measured as sort of intangible,” the VP noted. Yet, despite the uncertainty, the only thing that helps in setting fiscal responsibility is discipline. “We make efforts to try to have objective goals that the sponsorship is designed to hit,” Clarkson added. In competitive markets like Denver, success is a long-term commitment. So Clarkson and his teams always prepare for a “Multi-year battle in Denver. So you might sign a longer agreement with a team,” he revealed.

Southwest’s strategy excels when unexpected moments amplify its presence. Holder highlighted the power of viral moments in sports, saying, “You gotta be around the ball to score,” referencing iconic instances like Nike’s branding during 2005 Tiger Woods’ Masters win. For the unknown, during the 205 Masters, Woods’ chipped ball paused right at the edge of the hole, with the Nike logo facing the camera, before the ball dropped in. Often hailed as one of the most iconic branding moments in sports history, ironically, it was an accident. Or the Justin Rose Mastercard promotion, where the logo of the company was constantly visible on the player’s collar throughout the high-stakes tournament.

The VP agreed, claiming that such moments are almost impossible to quantify. Fans and brands love it when it happens, but there is no certainty. The odds are incredibly slim. So, Southwest mostly does not rely on such miracles. However, consistent branding during NFL games, which attracts over 15 million viewers, increased the likelihood. “A lot of time, those moments don’t even come as a direct result of the sponsorship. They just come up organically,” Clarkson said, emphasizing Holder’s statement of being present in high-energy settings.

Despite the airline business being perceived as a national brand, success comes by focusing locally. “Air travel, even though we think of national brands, it’s very much a local business… you win and lose at the market level,” the VP explained. So, it is crucial for the brands to find their audience. And Southwest has hit the jackpot in this department with the Dallas Cowboys, as it aligns with a fanbase that mirrors its customers – loyal, mobile, and experience-driven.

All these factors allow exclusive fan experiences to feel authentic. Driving Rapid Rewards sign-ups while reinforcing Southwest’s presence even in a saturated market like Dallas. These efforts turn fan passion into measurable outcomes, supporting goals like enrollment growth and market relevance. By aligning with the NFL’s vibrant energy, Southwest ensures its loyalty program thrives in both local markets and long-term customer relationships.

As explored in the EssentiallySports Think Tank podcast, Southwest’s approach offers a blueprint for brands aiming to measure success through partnerships. By setting clear objectives and leveraging key moments, Southwest shows how aligning with customer passions delivers both tangible results and lasting loyalty. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.