Alaska Airlines signs multi-year title sponsorship of San Francisco’s iconic Bay to Breakers race

Bay to Breakers announced today that Alaska Airlines is the title sponsor of the iconic race, which will be renamed the Alaska Airlines Bay to Breakers. The...

Bay to Breakers announced today that Alaska Airlines is the title sponsor of the iconic race, which will be renamed the Alaska Airlines Bay to Breakers. The multi-year partnership allows Alaska Airlines to meaningfully connect with the passionate Bay Area community via one of the area’s most celebrated and iconic events. 

This year’s race will honor another iconic Bay Area event – the 50th anniversary of San Francisco’s “Summer of Love” movement. The Summer of Love was a social phenomenon that occurred during the summer of 1967, when as many as 100,000 young people promoting peace and new ideas converged in San Francisco's Haight-Ashbury neighborhood. In keeping with the 50th anniversary theme, all aspects of the race will commemorate the Summer of Love. From the official runners’ T-shirt to the finisher medal and everything in between, the Alaska Airlines Bay to Breakers will emulate the distinct identity of the 1960s that so many young people adopted during that era.  

“As the premier airline on the West Coast, we continue to grow Alaska and Virgin America’s Bay Area network with the addition of service to 13 new cities this year,” said Ben Minicucci, president and COO of Alaska Airlines. “It’s important for us to connect with and support our guests in the communities where they live. As the official airline of this footrace, we are honored to be able to be part of such an iconic Bay Area event that builds and strengthens communities through shared experiences.”

Entering its 106th consecutive year, Bay to Breakers is a San Francisco institution and the ultimate celebration of Bay Area culture. The event will take place on Sunday, May 21 with more than 40,000 spirited participants from all over the world racing from the San Francisco Bay to the Pacific Ocean, cheered on by hundreds of thousands of spectators.

“Bay to Breakers has a rich cultural legacy and unites the community of San Francisco every year,” said Matt Wikstrom, Executive Vice President of Endurance at Wasserman, which owns and operates the race. “We couldn’t think of a better partner for this event than Alaska Airlines and look forward to kicking off the Summer of Love 50th anniversary celebration with them.”  
For more information about Alaska Airlines Bay to Breakers, please visit

About Alaska Airlines 
Alaska Airlines, together with Virgin America and its regional partners, flies 40 million customers a year to 118 destinations with an average of 1,200 daily flights across the United States and to Mexico, Canada, Costa Rica and Cuba. With Alaska and Alaska Global Partners, customers can earn and redeem miles on flights to more than 900 destinations worldwide. Learn more about Alaska’s award-winning service and unmatched reliability at and Alaska Airlines, Virgin America and Horizon Air are subsidiaries of Alaska Air Group (NYSE: ALK).

About Alaska Airlines Bay to Breakers
San Francisco’s Alaska Airlines Bay to Breakers is one of the oldest annual footraces in the world, a staple to the City by the Bay since May 1912. With a starting point near the San Francisco Bay, a few blocks from The Embarcadero, the 7.46 mile race runs west through the city and finishes at the Great Highway where the breakers crash onto the Pacific Coast’s Ocean Beach. A quintessential San Francisco experience for 106 years, the race is interwoven into the fabric of the city and is a true reflection and celebration of life between the breakers and the Bay. For more information, please visit

About Wasserman 
Wasserman is a culture-centric agency, serving the best talent, brands and properties in the world. Founded in 2002 with roots in sports and entertainment, Wasserman has evolved beyond those categories. They are an agency not just of advisors, but creators, developers, influencers and innovators who work across music, art, entertainment, social, tech, content and beyond. Headquartered in Los Angeles, Wasserman also operates in Carlsbad, Doha, Dubai, London, Miami, New York, Portland, Raleigh, São Paulo, The Hague and Toronto.