Innovation can come from the most unlikely collaborations. 

Since 2016, Delta Air Lines and the Seattle Seahawks have run the 12Status SkyMiles loyalty program. Members earn SkyMiles miles based on Seahawks passing yards during the season, with 1.9 billion total miles awarded and 653,000 award tickets flown since the program launched. 

It’s one of the longest-running airline-sports loyalty collaborations in the industry and a vivid example of how data can converge to create value far beyond one category.