On December 5th, 2024, Seattle-based carrier 
Alaska Airlines announced that it would be the first-ever airline to sponsor the Coachella and Stagecoach music festivals, two of the most high-profile music events of the spring festival season. The carrier indicates that it is prepared to help support a first-class festival experience, partnering with production companies to ensure that attendees have an unforgettable journey to these desert festivals next spring.