Alaska Airlines announced a multi-year partnership with Seattle quarterback Sam Darnold, centered on promoting the airline's new nonstop routes from Seattle to Paris and Athens, according to a press release from Alaska Air Group (NYSE: ALK).

The campaign will appear across Seattle, Portland and regional markets, as well as Alaska's owned channels, featuring Darnold alongside airline employees. Content will span social media, traditional media and in-person guest experiences during the football season and beyond.

As part of the partnership, select flights will be renamed "Flight 1414," a reference to Darnold's jersey number, with passengers on those flights receiving an automatic 1,414 Atmos Rewards points bonus. Starting Sept. 9, travelers wearing Darnold's No. 14 Seattle jersey at participating gates at Seattle-Tacoma International Airport will be invited to board with Group C.

"Partnering with a world champion like Sam is a fun way to celebrate Alaska Airlines' momentum as we build a global gateway in Seattle to connect our guests to the world," said CEO Ben Minicucci.

Alaska's Atmos Rewards program allows members to earn and redeem points across Alaska, Hawaiian Airlines, oneworld alliance partners and additional global partners covering more than 1,000 destinations. Atmos Rewards members also receive complimentary Starlink Wi-Fi onboard.

The airline said its Seattle international network includes existing service to London, Rome, Reykjavik, Seoul and Tokyo, with Paris and Athens representing new additions. Alaska Air Group's airlines — Alaska Airlines, Hawaiian Airlines and Horizon Air — serve more than 140 destinations across North America, Latin America, Asia, the Pacific and Europe.