JetBlue Airways has signed a partnership with Sunrise Sports & Entertainment to become the official and exclusive airline partner of the NHL's Florida Panthers.

JetBlue will also become a Pillar Partner of the BankAtlantic Center, the airline's first sponsorship of a venue.

The sponsorship covers joint marketing promotions and advertising until 2011 and allows JetBlue exclusive rights in the airline category to name, trademarks, uniform and logo in marketing, media and promotional initiatives.

Features of the partnership include JetBlue Runways and the JetBlue Tarmac main outdoor plaza and walkways; signage in the inner bowl, lobby and outer marquee; and a JetBlue Hispanic Concert Series.