United Airlines has signed on as title sponsor of Somebody Feed Phil, the food-and-travel series hosted by Everybody Loves Raymond creator Phil Rosenthal, tying the partnership to a loyalty-driven ticket giveaway ahead of the show's ninth season debut in early 2027.
The deal, struck with Banijay America and Banijay Rights, gives United exclusive rights to stream Season 9 on its seatback entertainment system before the eight-episode run becomes freely available on the Phil Rosenthal World YouTube channel. The airline also takes on title sponsorship of the accompanying An Evening with Phil Rosenthal Live Tour, with brand integrations, advertising content, and special customer offers planned across both properties throughout 2027.
The Sweepstakes Mechanics
To activate the sponsorship, United launched the 'Somebody FIND Phil' sweepstakes at SomebodyFindPhil.com, where MileagePlus members can guess which cities Rosenthal will visit in Season 9. The official episode list will be revealed in December. Each correct guess earns an entry into a drawing for one of eight roundtrip flight pairs — one per featured city, in any class of service — to be awarded throughout December. A grand prize winner also receives a roundtrip flight for two plus a meal with Rosenthal at his Los Angeles diner, Max & Helen's. The sweepstakes runs through November 30, 2026, and is open to U.S. MileagePlus members aged 21 and older.
Why This Deal Matters for Hospitality
For operators and hospitality brands tracking how food-and-travel media influences consumer destination decisions, the partnership signals a maturing of the "culinary tourism" content category. Somebody Feed Phil debuted on Netflix in January 2018 and built its audience around Rosenthal's approach of spotlighting local cuisine alongside regional charities — a format that has consistently driven viewer interest in the restaurants and cities it features. The show earned a Primetime Emmy nomination and Critics Choice Real TV Awards for Best Travel/Adventure Show before transitioning to YouTube distribution in 2027 as part of its Banijay deal.
United Chief Advertising Officer Maggie Schmerin framed the alignment in direct terms: "Somebody Feed Phil makes you want to get on a plane. For nearly a decade, Phil has taken viewers along as he discovers the people, food and experiences that make cities around the world worth visiting — and that sense of curiosity and connection is what makes this relationship such a natural fit for United."
That logic has clear downstream implications for the restaurant and hospitality industry: food-focused content that moves audiences toward actual travel generates foot traffic for the dining establishments featured on screen, often long after an episode drops. Restaurant operators in cities selected for Season 9 — not yet announced — can expect a measurable spike in visitor interest once the episode list goes public in December.
The United tie-in also reflects a broader trend in beverage and food media partnerships, where loyalty program mechanics are increasingly used to close the gap between content inspiration and bookable travel. By requiring MileagePlus membership for sweepstakes entry — sign-up is free — United expands its loyalty database while giving the show's existing fan base a tangible incentive to engage with the brand. MileagePlus benefits include miles that never expire, no blackout dates, and no change fees on award tickets, features Rosenthal's travel-curious audience may find particularly relevant when planning trips to Season 9 destinations.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
