LAS VEGAS — Delta will begin a loyalty program partnership with Uber in the spring.
As a result, Delta's mileage partnership with Lyft will terminate on April 7.
Delta CEO Ed Bastian was joined onstage by Uber CEO Dara Khosrowshahi at the Sphere here during a CES conference keynote address to announce the partnership. Under its terms, SkyMiles members who link their account to the Uber app will earn one reward point per dollar spent on UberX rides to and from airports, two points per dollar on premium Uber rides and three points per dollar on Uber Reserve rides.
In addition, SkyMiles members will receive one point per dollar spent on eligible Uber restaurant and grocery deliveries. The CEOs didn't clarify what will count as eligible.
The partnership will be a significant one for Uber. Half of rideshare bookings either begin or end at an airport, Khosrowshahi said.
Delta CEO Ed Bastian is joined onstage at the Sphere by NFL legend Tom Brady. Photo Credit: Robert Silk
For Delta, the arrangement has similarities to the one it currently has in place with Lyft. SkyMiles members whose accounts are linked to Lyft currently earn two points per dollar of spend on airport rides and one point per dollar on all other rides in the U.S.
Other Delta rewards partners include Hertz, Ticketmaster and Starbucks.
Exclusive Delta Sync content from Tom Brady
The airline also used the occasion of its CES keynote to announce a series of new in-flight entertainment partners. Most notably, sometime this year, the Delta Sync personalized seatback system will begin providing access to ad-free YouTube Premium and YouTube Music programming tailored for Delta audiences.
Delta will also partner with legendary retired NFL quarterback Tom Brady, who will host a health program exclusive to Delta Sync called Well Travel. Brady, who is a strategic advisor to the airline on issues related to teamwork, leadership and branding, joined Bastian onstage at the Sphere to announce the collaboration.