So You're Submitting a Promo Request for the First Time
We'll give you some tips on how to submit a winning proposal
American Airlines proudly participates in a wide range of sponsorship opportunities, and civic and charitable events throughout the communities in which we live and serve. In order to gauge the eligibility of your event to receive support of AA, please review the following guidelines.
Essential Reading
  • Please take a moment to review our sponsorship and promotional guidelines. By doing so you'll learn our minimum requirements for participation, what type of programs are incompatible with our brand, and how you can improve your prospects.
  • Please consult our FAQs should you have any questions that may occur while using the site.
  • For more detailed tips, view our printable page of helpful hints for submitting a proposal.

Promotional Guidelines

American requires a written proposal for a promotion, sponsorship, or participation in an event submitted at least eight (8) weeks in advance of the start date of the program.

American’s primary objective for sponsorship/promotions is to generate sales. Therefore American does not sponsor programs that do not give exposure in at least one market it services. American’s secondary objective is to complement and enforce current corporate marketing strategies with a substantial amount of high-quality exposure.

Target Audience

American Airlines primary target is adults 25-54 who travel frequently on business.

Sponsorship Objectives/Guidelines

As a sponsor, American requires the audience to not only know that we are a sponsor, but also to learn something about American and its services. American prefers to participate in sponsorships and promotions that use advertising media like TV, radio, newspapers, magazines and direct mail. We require ample time and space to deliver a specific strategic or sales message. Therefore, American prefers to have its logo/name be accompanied by an image of an airplane and a specific tag line/graphic.

American Airlines enjoys high brand-name recognition. Just logo or name exposure has little value to us. We will not participate if the only mention is "transportation provided by American Airlines". We will not participate in a program if point-of-purchase materials, banners, posters or other display material is the only or principal advertising vehicle.

We prefer to have actual media advertising as part of the sponsorship package. For example, American is able to show its own broadcast commercials or its own signage at an event venue rather than just being included on the sponsorship’s promotional materials.

American expects that no other companies providing passenger air travel will be associated with the sponsorship.

American will not participate in programs that are tied to any type of motorsports, tobacco, alcohol, or directly tied to politics or religion. We do not sponsor individuals or K-12 schools.

Promotional/Sponsorship Elements

What we typically find valuable:

  • Media Value: TV, radio, newspaper, magazines, and outdoor advertising
  • Promotional Elements: direct marketing, program ads, signage, display booths, collateral material
  • Client Entertainment Elements: Tickets/tables to events, meals and hotel rooms

Event Sponsorship

If your sponsorship is for an event, there are some things we need to know:

  • Is it local, regional or national?
  • City/Country where event will take place
  • Name of Event
  • Date(s)
  • Other sponsors
  • Number of people expected to attend
  • Name of Charity if applicable
  • Brief Description of Event
  • What do you want American Airlines to provide?
  • What is the specific use of requested tickets?
  • What are the face values of any client entertainment elements and program ads?
  • Target Audience
  • What media advertising will be provided?

Tie-in Promotion with sweepstakes or contest

What we need to know:

  • Local, regional or national
  • Name of Event
  • Start date: End Date:
  • Brief Description of program
  • Other sponsors
  • What do you want American Airlines to provide?
  • Target Audience
  • What media advertising will be provided?

Ready to submit a proposal?

  • Have you read through the guidelines above and determined that your promotion request is indeed eligible for review by AA?
  • Do you have the required information on-hand and ready to submit?
If you answered yes to each question, you are invited to click the register button below to submit the event details.