Seahawks kick off Delta’s “First and 10: 12Status” for another decade of rewarding 12s at Lumen Field

Delta’s “First and 10: 12Status” program is back, and with it comes another chapter of the Seahawks’ long relationship with Seattle-area football fandom. The team announced that the initiative is kicking off again, framed as a decade-long run of awarding Seahawks supporters for showing up and being part of “Fall in Seattle” at Lumen Field.

The Seahawks’ fan program is built around a SkyMiles benefit and is explicitly positioned as the continuation of an established tradition that began a decade ago. In the team’s announcement, Delta’s 12Status is described as a way to reward Seahawks fans, tying together regular season energy in Seattle with a loyalty program mechanism that has become recognizable to frequent game-goers.

From the Seahawks’ perspective, it is also a statement about what game day looks like in a city where football is more than a routine. The announcement emphasizes that, after “a decade” of the SkyMiles benefit around the Seahawks, the “best season” in Seattle is returning to Lumen Field, indicating that the program is meant to match the rhythm of the season itself: excitement that builds as kickoff approaches.

For fans, the appeal is simple: a rewards component aimed at supporters who attend or engage with Seahawks games. The Seahawks’ release places the focus on “awarding Seattle Seahawks fans,” and the title of the initiative, “First and 10,” nods to the on-field cadence of NFL football. The connection between the league’s action and fan recognition is part of what has kept the promotion in the public eye since it started.

On the business side, the program illustrates how NFL teams increasingly pair sponsor-backed platforms with local identity. The Seahawks are not the only franchise that uses branded rewards to increase engagement, but the team’s wording suggests this one has been tailored to Seattle’s culture for years, with Delta’s SkyMiles benefit operating as a standing feature of the season experience.

There is also a practical “why now” element. With the program kicking off close to the start of another NFL cycle, it functions as an early-season bridge between pregame anticipation and the routine of showing up in person. Whether a fan views it as a loyalty benefit or a way to feel more connected to the stadium atmosphere, the Seahawks clearly intend it to be part of the first-wave attention around the new season.

What to watch next is how the 12Status experience is delivered through the season’s regular rhythm, since these campaigns are typically designed to unfold in steps rather than all at once. Fans will want to pay attention to the program’s mechanics through the Seahawks and Delta channels, and to any game-day prompts that indicate what qualifies as participation under the SkyMiles-driven structure.