Wheels Up lands at the Masters Tournament

Private jet flight provider Wheels Up is continuing its member events under its new Delta Air Lines-led management team.

By Doug Gollan, April 13, 2024

With a Delta Air Lines-backed investor group now owning 95% of Wheels Up, the private aviation flight provider was back at the Masters Tournament.

Wheels Up had long built its profile on high-profile sponsorships and member events at the Super Bowl and in Augusta.

After averting bankruptcy last year and with new management, the question remained if it would pull back on some of its signature marketing programs.

Earlier this year, it confirmed it was moving its headquarters from New York to Atlanta, where Delta is based.

In a post on LinkedIn last night, Chief Marketing Officer Kristen Lauria wrote:

At Wheels Up, we believe in creating unforgettable moments that you want to return to over and over again. There are few places on earth where that sentiment is felt more than Augusta.

In a tradition of our own, we bring the Wheels Up Clubhouse to life each year to provide experiences worth repeating. From fireside chats with our ambassadors and leadership to world class hospitality, we want every moment to count for our members and guests.

A special thank you to the Wheels Up team who brought our brand to life this week. Together, we are committed to going above and beyond for our customers and giving them reasons to make Wheels Up part of their Augusta traditions.

Per the photos posted by Lauria, in addition to former Delta Board Member and new Wheels Up CEO George Mattson (below, right), a Q&A with sports commentator Mike Tirico drew Delta’s CEO Ed Bastian (center).

Mike Tirico, Ed Bastian, George Mattson

Bastian has said he views Wheels Up as an integral part of his strategy to position Delta as the most premium airline in the U.S.

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