(CNN) — Tom Brady has a new job at Delta Air Lines.
The seven-time Super Bowl champion expanded his commercial career after leaving the NFL and now joins Delta Air Lines, working on internal staff training and working on external advertising campaigns.
Delta Air Lines said Wednesday that Brady would serve as a “strategic advisor” to the airline.
Brady will work with Delta to develop and advise “team tools” for the airline’s more than 90,000 employees and participate in one-time marketing campaigns, the company said.
During his first year on the job, Brady will interact with Delta employees for the company’s “onboarding, cultural familiarization and immersion,” and will appear on Delta CEO Ed Bastian’s meeting with the business community. in a video series of leaders, philanthropists and others.
Allen Adamson, a marketing expert and co-founder of consulting firm Metaforce, said that while details of the partnership have yet to be announced, Delta hopes to have Brady go beyond being the brand’s celebrity face in advertising.
“Having a celebrity in an ad is less credible to younger consumers,” he said. “Delta is trying to figure out how to leverage that partnership internally.”
Adamson said Brady can participate in staff training exercises where he talks about teamwork and dealing with adversity.
These kinds of celebrity deals have been around for a long time, and they haven’t always worked out well.
When BlackBerry hired Alicia Keys as its “creative director” in 2013, she immediately tweeted about it from her iPhone. (He later explained that this was hacked). After just one year, the collaboration ended.
Intel hired will.i.am and Polaroid hired Lady Gaga as creative director. They all left after a few years.
In 2019, Adidas signed Beyoncé Knowles as a creative partner. The partnership ended this year.
In recent years, Brady has been involved in more commercial projects.
He founded the health and fitness company TB12 Sports and is also the owner of a media company and the Brady Brand clothing line. It is also a minority shareholder in English football team Birmingham City, Major League Baseball’s Peak team and the E1 series of the first electric boat racing championship.
Brady signed a 10-year, $375 million deal with Fox Sports in 2022 and is expected to serve as a sportscaster.