Frontier to drop sports team sponsorships
December 8, 2008
DENVER ” Frontier Airlines, battling through bankruptcy, is bagging its sponsorship of sports teams including the Colorado Avalanche and Denver Nuggets.
Frontier rejected its contract with Kroenke Arena Co., meaning it will no longer sponsor teams that play at Denver’s Pepsi Center, spokeswoman Lindsey Purves said in a telephone interview Monday. They include the National Hockey League’s Avalanche, National Basketball Association’s Nuggets, Arena football’s Colorado Crush and the Colorado Mammoth lacrosse team, Purves said.
The Avalanche and Nuggets are owned by billionaire Stan Kroenke, who also co-owns the National Football League’s St. Louis Rams and has a stake in English Premier League soccer club Arsenal. Frontier had a package sponsorship to advertise in the arena and provide travel to the teams, said Purves, who declined to disclose the value of the deal. Frontier signed the agreement in July 2006 and it was rejected as of Dec. 4.
While Frontier is withdrawing advertising from the Pepsi Center, the carrier will now serve PepsiCo products on its planes after rejecting a contract with Coca-Cola Enterprises Inc., Purves said. Coca-Cola Enterprises spokeswoman Laura Brightwell didn’t immediately return a call seeking comment.
Frontier filed for Chapter 11 bankruptcy in April after its credit-card processor, First Data Corp., began withholding a larger portion of ticket sales, reducing the company’s cash flow. The airline has been cutting costs as it reorganizes.