Wheels Up Announces Ben Griffin as Brand Ambassador
Rhea-AI Summary
Wheels Up (NYSE: UP) announced on January 21, 2026 that PGA Tour professional Ben Griffin has joined its Ambassador community.
Griffin, a Delta Air Lines ambassador, earned his PGA Tour card in 2023 and posted three PGA Tour wins, 17 top-25 finishes in 2025, an Official World Golf Ranking of No. 8, and a place on the 2025 U.S. Ryder Cup team. Wheels Up cited its flexible programs, modernized fleet, operational strength, and a hybrid travel model enabled by its strategic partnership with Delta as reasons for the collaboration.
As an ambassador, Griffin will participate in select community moments and experiences while the company highlights its dedicated team for professional sports travel.
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Market Reaction
Following this news, UP has declined 6.02%, reflecting a notable negative market reaction. Our momentum scanner has triggered 5 alerts so far, indicating moderate trading interest and price volatility. The stock is currently trading at $0.87. This price movement has removed approximately $40M from the company's valuation.
Data tracked by StockTitan Argus (15 min delayed). Upgrade to Silver for real-time data.
Key Figures
Market Reality Check
Peers on Argus
UP was down 5.44% while close peers were mixed: ASLE -2.28%, CMPR -1.96%, but CAAP +2.25%, PRG +1.10%, NSSC +0.90%. Moves do not indicate a unified sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 23 | Fleet transaction | Positive | +0.8% | Sale‑leaseback and Wi‑Fi milestone supporting fleet modernization and liquidity. |
| Dec 19 | Listing compliance | Negative | +6.8% | NYSE notice on sub‑$1 share price and minimum listing standard issues. |
| Dec 17 | Product integration | Positive | -7.4% | Launch of self‑booking Delta flights via Wheels Up member portal. |
| Dec 09 | Lock‑up extension | Positive | +12.7% | Lead investors extending lock‑up on about 85% of outstanding shares. |
| Nov 05 | Earnings report | Negative | -5.5% | Q3 2025 loss of $83.7M alongside modest growth in gross bookings. |
News has often led to sizable moves in both directions, with mixed alignment between tone and price reaction.
Over the last few months, UP has reported several strategic and financial developments. On Nov 5, 2025, Q3 results showed $185.5M revenue and a $83.7M net loss, with a -5.51% reaction. A major lock-up extension covering about 85% of shares on Dec 9, 2025 coincided with a 12.66% gain. Subsequent Delta integration and fleet transactions in December produced both positive and negative price moves. Today’s brand-ambassador announcement fits the ongoing focus on sports and the Delta partnership.
Market Pulse Summary
The stock is down -6.0% following this news. A negative reaction despite a promotional brand announcement would fit a pattern where marketing or product news has not always offset concern about fundamentals. For example, Q3 results with a net loss of $83.7M saw shares move -5.51%, and an integration update with Delta coincided with a -7.42% move. In such cases, investors appeared more focused on profitability, listing compliance, and execution risks than on incremental branding wins.
AI-generated analysis. Not financial advice.
PGA Tour Standout Joins the Wheels Up Community
Griffin was drawn to Wheels Up for its flexible customer-centric programs, modernized fleet, and operational strength, along with its hybrid travel model made possible through the Company's one-of-a-kind strategic partnership with Delta Air Lines. The Wheels Up–Delta partnership allows fliers to seamlessly move between and combine private aviation with commercial travel in one integrated relationship, optimizing travel options, expanding reach, simplifying logistics, and delivering continuity across every leg of the journey. Whether traveling solo, with his team, or alongside family, the ability to move effortlessly ensures maximum flexibility without compromise.
"At Wheels Up, we strive to remove barriers and give our members and customers the freedom to focus on what matters most," said George Mattson, CEO of Wheels Up. "We're proud to support Ben's exciting, burgeoning career with a flexible travel approach that adapts to his life, whether navigating a demanding schedule or ensuring family can be by his side."
Ben Griffin, also a Delta Air Lines ambassador, is a PGA Tour professional whose rapid ascent in professional golf has established him at the highest level of the sport. After earning his first PGA Tour card in 2023, Griffin's notable performances have included three PGA Tour wins and 17 top 25 finishes in 2025, earning him an Official World Golf Ranking of No. 8 in the world and a spot on the 2025 U.S. Ryder Cup team. Ben's standout performance on the course is matched by his professionalism, focus on continuous improvement, and engagement with his community of supporters—qualities that align naturally with the Wheels Up brand.
"With a demanding tour schedule, time is my most valuable resource," said Griffin. "Wheels Up's solutions-based approach gives me the flexibility to move around seamlessly on both Wheels Up and Delta, so I can arrive rested, prepared, and fully focused on competing at my best."
As a Wheels Up Ambassador, Griffin will engage with the Wheels Up community through select moments and experiences throughout the year. His appointment underscores Wheels Up's broader strategic focus on professional sports, with a dedicated team in place to support the individual and team travel needs of athletes, coaches, and sports organizations.
About Wheels Up
Wheels Up is a leading provider of on-demand private aviation in the
Media:
press@wheelsup.com
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SOURCE Wheels Up
FAQ
Who is Ben Griffin and why did Wheels Up (UP) name him an ambassador on January 21, 2026?
What specific golf achievements of Ben Griffin were noted in the Wheels Up (UP) announcement?
How will Ben Griffin engage with the Wheels Up (UP) community as an ambassador?
What role does the Wheels Up–Delta partnership play in the Wheels Up (UP) ambassador announcement?
Does the Wheels Up (UP) announcement indicate changes to the company's services or sports strategy?
