As the airline industry’s most active sponsor, United Airlines, Inc. sponsors a variety of properties across its sponsorship portfolio.

But the company is placing increased focus on three property segments: golf, football and personal fitness.

On the golf front, United this month extended its four-year-old partnership with the PGA Tour with a new six-year contract.

In running, United next month will kick off year two of its multiyear sponsorship of the United Airlines NYC Half. The tie builds on the airline’s partnership with the New York Road Runners and the TCS New York City Marathon.

NFL ties include the Chicago Bears, Cleveland Browns, Denver Broncos, Houston Texans, Kansas City Chiefs, New York Giants, San Francisco 49ers, Tampa Bay Buccaneers and Washington Redskins.

The three property segments over-index United’s primary sponsorship target, said Mark Krolick, United Airlines’ managing director of marketing and product development.

“We serve many customer groups, and it takes a lot of customer segments to make United successful. But our target customer for sponsorship, and specifically the PGA Tour, is high-frequency business travelers.”

United Airlines leverages The PGA Tour and other sponsorships to reward MileagePlus members.

The airline offers Mileage Plus members access to special viewing sections at golf tournaments, discounts within the TPC Network and other inside-the-rope experiences. Members can use MileagePlus points to purchase the experiences.

“We provide unique experiences, which is something that our customers can’t get from other airlines.”

The partnership builds on a business relationship with the PGA Tour, which uses United to transport employees and athletes.

“The PGA Tour is a customer, so it’s a true partnership.”

United also leverages the PGA Tour to access content. That includes videos shown on the airline’s in-flight entertainment system in which PGA Tour pros discuss how United helps them travel from tournament to tournament.

United also distributes the content via social and digital media.

“When you create content, you create additional uses for the content. I anticipate you will see more of that in the future.”

In addition to supporting the interests of a key customer segment, United credits the sponsorship with delivering positive media value.

“The PGA Tour is one of the places where we get an appropriate balance of trade in terms of what we pay and the media we get out of it.”