Wheels Up Taps PGA Tour Star Ben Griffin as Brand Ambassador
Event summary
- Wheels Up named PGA Tour professional Ben Griffin as its latest brand ambassador on January 21, 2026.
- Griffin, ranked No. 8 in the world, cited Wheels Up's hybrid travel model with Delta Air Lines as key to his demanding schedule.
- The partnership underscores Wheels Up's strategic focus on professional sports, with dedicated support for athletes' travel needs.
The big picture
Wheels Up's appointment of Ben Griffin reinforces its strategy of targeting high-net-worth individuals with demanding travel needs, particularly in professional sports. The move aligns with broader industry trends of private aviation providers seeking partnerships to enhance flexibility and reach. With Griffin's global profile, the collaboration could amplify Wheels Up's visibility in a competitive market.
What we're watching
- Athlete Engagement
- How Wheels Up's focus on professional sports will drive membership growth and brand loyalty.
- Hybrid Model Impact
- Whether the Wheels Up-Delta partnership can sustain competitive differentiation in private aviation.
- Market Expansion
- The pace at which Wheels Up can scale its sports-focused travel solutions beyond individual athletes.