How Delta and the WNBA have redefined successful brand partnerships

Forbes

21-05-2025

'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.