In the News
January 8th, 2026 // Sports Business Journal
Southwest Airlines has signed on as the Cubs’ new airline sponsor in a deal that includes first-time branding of Wrigley Field’s upper deck. That 8,700-seat section will henceforth be known as the “Southwest Airlines Deck.”
The sponsorship is at the top-level “Legacy Partner” level, and also includes on-deck circles branding in the shape of Southwest’s heart logo, another NBD asset and on-field signage along the foul lines. Southwest also receives rotational behind-the-plate signage and will sponsor “Family Sundays” at Wrigley, along with branded in-game features and various community efforts. Southwest also gets “Official Airline” destinations for the Cubs, Wrigley Field and Sloan Park — the team’s Mesa, Ariz. spring training home. The airline has also signed Cubs CF Pete Crow-Armstrong as an endorser.