The University of Texas athletics department has secured a new six-figure partner, with JetBlue Airways becoming its official airline sponsor.

The partnership, which will run for an initial one-year term but with options to extend until 2012, will see the airline's branding displayed at UT football, baseball, basketball and volleyball games. Financial terms were not disclosed, but UT women's athletic director Chris Plonsky confirmed such sponsorships are worth a six-figure sum. This has been estimated at US$200,000.

"With an increased presence in Austin, it made perfect sense to connect one of the most important cultural touchpoints in the Austin area," said Marty St. George, JetBlue senior vice president of marketing and commercial strategy.

The partnership was negotiated by international agency IMG.