ITA Airways Teams Up With Houston Rockets

HOUSTON — ITA Airways (AZ) is taking its US marketing push to the basketball court, becoming an official partner of the Houston Rockets under an agreement announced November 2.

The deal gives the Italian carrier brand placement during the National Basketball Association team's home games. Planned promotions will also run through the Rockets' digital and social media channels, with participation by current players and former team stars.

Fan activities are set to include instant-win opportunities and access to premium experiences. The partners also plan initiatives for Italian audiences to introduce basketball fans to the Rockets. Their announcement does not specify the agreement's duration or financial value, or dates and participation terms for individual promotions.

“Italy loves basketball and the NBA, and so we are proud to announce this new international partnership with the Houston Rockets,” said Joerg Eberhart, ITA Airways' chief executive officer and general manager.

Building a Houston audience

The agreement comes six months after ITA inaugurated nonstop service between George Bush Intercontinental Airport (IAH) and Rome Fiumicino (FCO) on May 1. Houston Airports recorded the first arrival that afternoon, giving the two cities their first nonstop link.

For ITA, the sponsorship puts its brand in front of potential travelers in a market it added this year. The airline explicitly ties the agreement to promoting Italy and supporting its North American commercial growth.

The joint release describes the Houston route as exceeding expectations, but provides no load-factor, revenue or profitability figures to substantiate that assessment.

The route's original seasonal schedule called for three weekly flights in May and five weekly flights from June 1 through October 24. The sponsorship announcement does not provide an updated flight schedule.

Part of a wider US campaign

The Rockets agreement follows ITA's September launch of its Sharon Stone brand campaign. During the launch press conference, attended by Airways, Eberhart described the United States as the airline's most important market outside Italy and said the campaign aimed to strengthen ITA's visibility there.