Southwest Airlines signs multiyear deal with Foundation Media

Southwest Airlines has signed a multiyear agreement with Foundation Media Partners as the carrier works to reshape its marketing and storytelling strategy.

The deal pairs Southwest with the production, publishing, and brand partnership company to support the airline’s efforts around cultural relevance, consumer engagement, and continued storytelling. According to the company, Foundation operates across verticals through a connected system focused on community building, content, and consumer engagement.

Sabrina Callahan, senior vice president and chief digital and marketing officer at Southwest Airlines, said the effort is tied to a broader brand push. The airline’s goal is to "reignite the spirit of our Southwest Airlines brand", says Sabrina Callahan, senior vice president and chief digital and marketing officer at Southwest Airlines, in a statement.

Callahan joined the airline in April from AT&T, where she was vice president head of digital. She has more than 15 years experience and previously held senior marketing roles at Sam’s Club and Hilton.

She said the new work will "go beyond ad spots and map dots to rethink how we create experiences and content that brings the story of Southwest to life", Callahan says.

Southwest and Foundation are already developing initiatives that are set to launch this summer, according to Callahan.

The agreement comes as Southwest continues broader changes to its customer experience. Those include new assigned seating and premium seating options, onboard investments such as free WiFi for Rapid Rewards members through T-Mobile, and Starlink installations arriving later this summer for ultra-fast WiFi in the sky.

The airline is also marking its 55th anniversary, a period that includes the end of its open-seating tradition, new flights to Alaska, and a partnership with America250 tied to the nation’s 250th birthday.

Southwest was recently ranked number one in customer satisfaction among economy passengers in the JD Power 2026 North America Airline Satisfaction Study, the fifth straight year it has held that position.

Foundation Media Partners founder and CEO Patrick Hughes said Callahan has a "clear vision for how to amplify Southwest’s maverick spirit", says Patrick Hughes, founder and CEO of Foundation Media Partners, in a statement. "We look forward to adding cultural experiences that will give people long lasting connections to the brand."

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