Southwest Airlines Scores Big on Partnership With the Bowl Championship Series

Airline Becomes the Official Airline of the BCS

DALLAS, Dec. 3 /PRNewswire-FirstCall/ -- The college football bowl season is upon us, and Southwest Airlines is getting in the game as the Official Airline of the Bowl Championship Series (BCS). The airline will utilize the partnership to launch its new ad campaign. College football fans will be the first to see Southwest's new ads during the BCS bowl games beginning in January 2008.

"Southwest Airlines is kicking off 2008 with a brand new advertising campaign, and what better venue to feature these new ads than on college football's biggest stage," said Andy Allmann, Southwest Airlines' Director of Promotions and Sports Marketing. "We're excited to work with the BCS, and we know that nothing is more popular in early January than bowl games!"

Southwest Airlines' presence will be felt New Year's Day during both the Rose Bowl presented by Citi and the Allstate Sugar Bowl. On Jan. 2, fans will see Southwest ads during the Tostitos Fiesta Bowl and in the FedEx Orange Bowl on Jan. 3. As a part of the partnership, Southwest Airlines will support the FedEx Orange Bowl Half Time Show featuring ZZ Top. These games lead up to the grand finale -- the Allstate BCS Championship Game on Jan. 7, in which Southwest will also have a presence.

"Southwest Airlines shares our Customers' passion for college football," said Allmann. "College football fans can cheer for their favorite teams while watching commercials from their favorite airline."

Southwest Airlines (NYSE: LUV), the nation's largest carrier in terms of domestic passengers enplaned, currently serves 64 cities in 32 states. Based in Dallas, Southwest currently operates more than 3,400 flights a day.

                           http://www.southwest.com

SOURCE Southwest Airlines

Released December 3, 2007