Avianca's Goal: Airline Taps Orlando Soccer to Deepen US Roots

ORLANDO, Fla. – March 17, 2026 – Avianca, the Colombian flag carrier, has made a significant strategic move into the heart of American professional soccer, announcing a new partnership to become the official international airline for Orlando City SC of Major League Soccer (MLS) and the Orlando Pride of the National Women's Soccer League (NWSL). The deal, announced today, signals more than a simple sponsorship; it represents a calculated investment by the airline to solidify its presence in the crucial Florida market by connecting with the region's vibrant and growing Latino community through the shared passion of soccer.

A Calculated Play for the Sunshine State

This partnership is a key piece in Avianca's aggressive expansion strategy across the United States, a plan that has gained significant momentum since the airline emerged from Chapter 11 restructuring in 2021 with a leaner, more competitive hybrid business model. Florida, with its deep cultural and economic ties to Latin America, is the cornerstone of this strategy.

The airline's growth metrics underscore its focus on the US. In 2025, Avianca transported over 4.9 million passengers to and from the country, a more than 6% increase from the previous year, across more than 34,200 flights. Orlando, in particular, has become a primary gateway. "The United States, and especially Florida and Orlando, are key markets for Avianca," said Rolando Damas, Avianca's Country Officer for the United States and Director of Sales for North America. "Last year alone, we carried 300,000 passengers to and from this city and operated nearly 2,000 flights."

The airline's commitment is further evidenced by its network expansion. Avianca currently operates over 100 weekly flights from Florida and more than 400 across its 14 US destinations. This new alliance with Orlando's soccer clubs aims to build brand loyalty that translates directly into passengers on its expanding routes connecting Florida with Colombia, Ecuador, and Central America. The sponsorship is not an isolated event; it follows a pattern, including a recent deal naming Avianca the Official Airline of Miami FC, showcasing a concerted effort to dominate the skies by winning the hearts of sports fans on the ground.

Connecting Through a Shared Passion

The choice of Orlando's soccer clubs is anything but coincidental. The city's demographic landscape and the cultural significance of soccer create a perfect storm for targeted marketing. The Orlando metropolitan area is home to a large and influential Hispanic population, a key demographic for both Avianca and the sport itself.

The teams reflect the community they represent, with nearly two dozen players and coaching staff from Latin American countries like Colombia, Brazil, Argentina, and Peru. This authentic connection is a powerful tool for engagement. "We are proud to sponsor Orlando City of MLS and Orlando Pride in NWSL, two teams that reflect the strength of local and Latino talent," Damas stated, emphasizing the cultural alignment.

The partnership provides Avianca a direct line to this passionate fanbase across 32 combined home matches this season at the 25,000-seat Inter&Co Stadium. For the clubs, the alliance offers a partner with deep roots in the homelands of many of their players and fans. "We're thrilled to welcome Avianca Airlines to our partner family," said Kelly Hyne, Senior Vice President of Brand Alliances for Orlando City SC and Orlando Pride. "Their global reach and strong connection to Orlando's international community make them an ideal partner." This symbiotic relationship aims to enhance the fan experience while solidifying Orlando's status as a global soccer city.

The Rising Value of American Soccer

Avianca's investment is also a testament to the soaring commercial value and international appeal of professional soccer in the United States. Both the MLS and NWSL have seen remarkable growth in recent years, attracting global talent, increasing viewership, and securing major investments from international brands.

Airlines, in particular, have recognized the value of these partnerships. Avianca joins a competitive landscape where carriers like Qatar Airways have established a significant presence in MLS. However, Avianca's focus on both the men's and women's teams in a single, strategic market sets it apart. The inclusion of the Orlando Pride is especially noteworthy. The Pride are the reigning NWSL Champions and Shield winners, and their success has dramatically raised the profile of women's soccer in Florida. By backing both clubs, Avianca is making a comprehensive statement about its commitment to the sport and the community, acknowledging the rapidly growing power and influence of the NWSL.

This trend reflects a broader understanding that American soccer is no longer a niche market but a premier platform for global brand engagement. As the leagues continue to expand and draw international attention, these types of cross-border partnerships are becoming essential for companies looking to connect with a diverse and globalized consumer base.

Activation On and Off the Pitch

The partnership will come to life through a multifaceted activation strategy. While the precise financial details remain private, Avianca's presence will be highly visible within Inter&Co Stadium and across the clubs' digital platforms throughout the season. The designation as "official international airline partner" suggests a deep integration that will likely extend beyond simple advertising.

Industry observers anticipate the creation of unique fan experiences, such as travel packages for away games, particularly for international fixtures or friendlies. Contests and promotions offering flights to destinations in Avianca's extensive network, which covers over 80 destinations in the Americas and Europe, are also likely components. Furthermore, the airline will almost certainly handle the international travel logistics for the teams, reinforcing its role and showcasing its services directly.

By weaving its brand into the fabric of the fan experience, Avianca aims to do more than just sell tickets. The goal is to build an emotional connection, positioning the airline as an enabler of the passions that unite the Orlando community. This sponsorship is a long-term investment in brand affinity, designed to ensure that when Orlando's soccer fans think of travel, they think of Avianca, the airline that flies with their team. The collaboration reinforces the airline's commitment to not only strengthening Orlando's connectivity but also to supporting the power of sports in the communities it serves.