United Airlines Expands Special Olympics Service Ambassador Program

On July 18, 2025, United Airlines Holdings Inc. announced a significant expansion of its Special Olympics Service Ambassador (SOSA) program. This initiative aims to enhance employment opportunities for individuals with physical and intellectual disabilities by bringing the program to the airline's hubs in Los Angeles, San Francisco, and Newark. As part of this expansion, United intends to welcome an additional 10 Special Olympics athletes, raising the total number of SOSA employees across its seven U.S. hubs to 28.

The announcement was made during a vibrant recruitment event at United's San Francisco hub, featuring former San Francisco 49ers star Jerry Rice. Known for his record-breaking career, Rice was on hand to support the initiative by undergoing a “boot camp” led by existing SOSA employees. His presence underscored the program's mission of inclusion and empowerment.

"I've been fortunate to be part of lots of winning teams and world-class organizations, and it's a real honor to be part of a program like this that proves greatness comes from giving everyone a shot," Rice remarked. "What I saw today being trained by these SOSAs was dedication, skill, and heart, and that’s what makes a team unstoppable."

United's SOSA program provides Special Olympics athletes with the opportunity to earn part-time employment while also receiving full employee benefits. SOSAs play an essential role in enhancing the customer experience by greeting travelers in airport lobbies, directing them to check-in kiosks, bag check locations, and security lines. Their responsibilities extend beyond security, as they assist passengers in navigating terminals and utilizing digital customer service tools.

Toby Enqvist, United's Chief Operations Officer and a board member of Special Olympics, expressed pride in the SOSA team, stating, "Our Special Olympics Service Ambassadors deliver a daily dose of inspiration and an extra set of helping hands to our employees while also providing friendly, timely service to our customers."

United Airlines has a long-standing partnership with Special Olympics, which includes various sponsorships and event activations. The airline supported the 2025 Capitol Hill Day, where Special Olympics athletes engaged in more than 330 meetings with Members of Congress to advocate for inclusive education and health initiatives. This event saw participation from over 275 individuals representing 50 programs nationwide.

The appointment of Toby Enqvist to the Board of Directors for Special Olympics International further solidifies United's commitment to promoting inclusion for individuals with intellectual disabilities globally.

The SOSA program is just one facet of United Airlines' broader commitment to accessibility. The airline has consistently been recognized as a Best Place to Work for Disability Inclusion, implementing several initiatives to create welcoming environments for all travelers and employees. Key achievements include:

Additionally, United's mobile app has been enhanced to better serve individuals with visual disabilities, featuring increased color contrast and compatibility with screen reader technologies.

As United Airlines continues to expand its Special Olympics Service Ambassador program, it not only enhances the travel experience for its customers but also plays a pivotal role in reshaping perceptions about the capabilities of individuals with intellectual disabilities. This initiative exemplifies how diversity and inclusion can strengthen organizational culture and community ties, making United a leader in fostering a more inclusive and accessible travel environment.

For more information about joining the United team or supporting Special Olympics, interested individuals can visit United's official website.