On the afternoon of Tuesday 29 October, Avianca presented an airplane at Miami International Airport with a very special design: the colors and symbols of the Miami Dolphins, an NFL team. This collaboration seeks not only to strengthen the relationship between other brands, but also to expand its presence in the Latin American market, a strategic objective for both the American soccer franchise and the Colombian airline.
While this is a new initiative for Avianca, it's not the first time an airline has decided to customize one of its planes with an iconic design. As early as 1973, the extinct Braniff company collaborated with the famous artist Alexander Calder to adorn its aviones with his distinctive style, marking a success in the history of commercial aviation. On this occasion, the alliance between the Dolphins and Avianca has a clear focus: to consolidate their respective brands in Latin America, a region with enormous growth potential for both.
“We are the only NFL franchise that has global transfer rights in Colombia,” explained Pri Shumate, Dolphins vice president and chief market officer. This alliance with Avianca offers it a unique opportunity to connect with its followers in Latin America, a region that has shown interesting growth for American soccer in recent years.
The Dolphins' interest in expanding to the South is nothing new. From this point, the crew sought to attract the large base of deporte enthusiasts that exist in the countries of Mexico, Brazil, Argentina and Colombia. Indeed, already involved with fanatic clubs in various countries, this reflects the growing enthusiasm for the NFL in Latin America. Furthermore, the franchise has actively worked in the selection of Latina cheerleaders for its entertainment team, which has allowed many young talents from the region to become part of one of the most popular cheerleading groups in the world.
The NFL's interest in Latinos is no coincidence. In recent years, the league has made efforts to play American soccer in new markets, including holding games in the countries of Mexico and Brazil. This expansion has been well received by fans and reinforces the Dolphins' vision of being a team with global impact. The collaboration with Avianca came at an ideal time, allowing some of us to celebrate together what we might have thought of as a “touchdown in the air,” in the words of their executives.
For her part, Ana María Copete, head of business development at Avianca, explained that the airline is committed to being the best at what it has done, and part of this compromise is associating itself with brands that share its values. “We know that the alliance with the Dolphins embodies this espíritu,” said Copete, underlining the importance of this collaboration to promote sports and culture in Latin America.
The relationship between the Dolphins and Avianca was formalized in May 2023, with a relationship that has an initial duration of three years. Since then, Avianca has had a constant presence in the events celebrated at Hard Rock Stadium, the home of the Dolphins, while the Miami franchise has found a strategic partner in Avianca to increase its visibility in the Latin American market. The airline, which has more than 105 years of continuous operations, has been a key player in the region's connectivity, with more than 140 routes including 75 destinations in 25 countries.
The compromise of the avianca with the deporte is not new. Since 2013, the airline has spearheaded several sporting initiatives in countries such as Colombia, Ecuador and El Salvador, contributing to the growth and development of sport in the region. The partnership with the Dolphins is a longer step in that direction, and reflects Avianca's interests in not only connecting with destinies, but also taking initiatives that promote physical activity and entertainment across Latin America.
Ana María Copete said the new aviation design is just part of the alliance with the Dolphins. “Not only are we supporting the team, but we are also reaffirming our dedication to promoting football throughout Latin America,” he explained. The airline seeks, through this association, to intensify its presence in sport and, at the same time, connect fans with their favorite teams in a closer way.
For the Dolphins, this alliance can also open the door to new opportunities, such as playing Latino players or creating new fan clubs in the region. “We have compromised on expanding our brands at an international level,” Shumate said, extolling the frank desire to connect with the vibrant culture and passion of the Latin American community.
As a sign of this collaboration, Avianca also has the name of Jevon Holland, one of the most famous players of the Dolphins, as its ambassador. Holland is not only known for his work on the field, but also for his charitable work in South Florida, where he worked to help those most needed. As an ambassador for Avianca, Holland will play a key role in promoting airline services, as well as spreading Latin American culture among fanatics and travelers.
“I am thrilled to partner with Avianca and represent a brand that celebrates adventure, culture and exploration,” commented Holland. Its mission will help to deepen Latin American culture to Dolphins fanatics in the United States and, in turn, promote American soccer in Latin America. The airline has an opportunity in this association to attract a new generation of travelers, interested not only in sports, but also in the rich culture and beauty of Latin America.
Meanwhile, the Dolphins continue to work hard in their time, which has had various challenges. The injury to its starting quarterback, Tua Tagovailoa, in the second week of the season was a blow to the team, which lost three consecutive games in his absence. However, with Tua's regression, the offense showed significant improvements, although it was not enough to avoid a loss against the Arizona Cardinals, with a score of 28-27.
Despite the complicated start, the Dolphins are determined to escape the situation and make up for lost time. Tua's renewed energy and the motivation she draws from the alliance with Avianca are factors the crew hopes to try to return to flying high in the field of gaming.
In conclusion, the collaboration between Avianca and the Miami Dolphins is a strategic alliance that goes closer to sports. Both brands participate in the common goal of expanding their presence in Latin America and connecting with an increasingly global audience. With initiatives like custom aviation and the participation of figures like Jevon Holland, this association promises to bring American soccer to new corners of the world, as Avianca continues to consolidate itself as an airline in the region.
