United Airlines is deepening its commitment to diversity, inclusion, and disability advocacy by expanding its Special Olympics Service Ambassador (SOSA) program to three additional major U.S. hubs—Los Angeles (LAX), San Francisco (SFO), and Newark (EWR). This significant move adds ten more Special Olympics athletes to the program, bringing the total number of ambassadors to 28 across seven hubs, and marking a new chapter in United’s industry-leading initiative for empowering individuals with intellectual and physical disabilities.
The expansion continues the airline’s ongoing strategy to weave inclusivity into every layer of its operations. From employment opportunities to passenger accessibility, United Airlines is setting a precedent in the aviation sector that others have yet to match.
An Inclusive Workforce Anchored in Real Impact
Launched in 2019 at Chicago O’Hare International Airport (ORD), the SOSA program was initially created in honor of National Disability Employment Awareness Month. The initiative stands out as the only program of its kind in the airline industry, offering part-time employment opportunities at airport terminals to Special Olympics athletes, while providing them with full employee benefits.
These athletes are more than just team members—they are ambassadors who enhance the passenger experience in ways uniquely aligned with United’s values. The scope of their roles includes assisting travelers with check-ins, security navigation, baggage drop support, and wayfinding assistance throughout terminals. They are also trained to provide real-time customer service using digital tools, helping travelers resolve issues with a compassionate, human-first approach.
As part of the recent expansion, NFL Hall of Famer Jerry Rice joined United’s SOSA team at San Francisco International Airport to publicly support the new hires and raise awareness about the program’s purpose and impact.
Leadership Vision and Operational Integration
Toby Enqvist, United’s Chief Operations Officer and board member for the Special Olympics, emphasized the value that the SOSA team brings, not only to customers but to the workplace culture:
“I’m so proud of our SOSA team and look forward to growing at three more of our hubs – they not only enhance the customer experience in a uniquely United way, but also help to foster inclusive, dynamic, and engaging workplaces for all.”
The airline has now implemented the SOSA program at the following hub airports:
- Chicago O’Hare (ORD)
- Houston George Bush Intercontinental (IAH)
- Denver International (DEN)
- Washington Dulles (IAD)
- Los Angeles International (LAX)
- San Francisco International (SFO)
- Newark Liberty International (EWR)
Setting a New Standard in Accessibility Initiatives
United Airlines’ dedication to accessibility doesn’t stop at employment. Over the past several years, the airline has been investing in passenger-centered accessibility enhancements that redefine what it means to travel with dignity and independence.
Some of United’s most notable accessibility innovations include:
- Braille signage across aircraft cabins—making it the first U.S. airline to implement such features
- A digital sizing tool for wheelchairs to better match mobility devices with aircraft cabins
- A reimbursement policy for passengers forced to book more expensive flights to accommodate mobility needs
Additionally, United’s mobile app now includes features such as high contrast interfaces, improved screen reader integration, and extra spacing to better serve passengers with visual impairments.
In-flight entertainment systems have been updated with accessibility in mind as well. Features include:
- Closed captions and text-to-speech functionality
- Screen magnification and explore-by-touch technology
- Audio-described films and adjustable display settings
These measures illustrate how United is not merely complying with regulations but leading with intention, placing accessibility and inclusion at the heart of its innovation.
A Longstanding Bond with the Special Olympics Community
United’s history with the Special Olympics spans years of involvement, from corporate sponsorships to volunteer-driven initiatives. The airline has long used its platform to uplift the voices and missions of athletes with intellectual and physical challenges. United’s employees regularly volunteer at plane pull competitions, airport send-offs, and Special Olympics Global Athlete Congress events.
Earlier this year, United was a key sponsor of the 2025 Capitol Hill Day in Washington, D.C., where Special Olympics athletes convened with over 300 members of Congress. The event focused on advancing legislation and funding that support inclusive education and healthcare. Thanks to United’s support, more than 275 athletes and advocates from all 50 U.S. states participated in the event.
Customer Engagement: The Miles on a Mission Initiative
United isn’t limiting its support to internal operations and direct sponsorships. The airline also empowers its MileagePlus members to join the cause through its Miles on a Mission campaign. This initiative allows frequent flyers to donate miles, which are then used to cover the travel costs for Special Olympics athletes participating in domestic and international events.
The miles help eliminate one of the largest financial barriers these athletes face—transportation—and opens up a world of opportunity for those who might otherwise be sidelined by logistics or funding challenges.
Every donated mile helps ensure that more athletes get the chance to compete, connect, and shine on the world stage.
A Model of Corporate Social Responsibility in Aviation
United Airlines’ move to add ten more Special Olympics athletes to its workforce through the SOSA program is a definitive example of authentic corporate social responsibility (CSR). At a time when many brands offer lip service to DEI (diversity, equity, inclusion), United is implementing measurable and transparent programs that deliver real-world impact.
The SOSA expansion isn’t just a headline; it’s a sustainable, replicable employment model that proves hiring inclusively strengthens organizations—not just ethically, but operationally. These ambassadors embody the essence of United’s brand identity: welcoming, accessible, and proudly inclusive.
Moreover, by embedding the SOSA program into its largest and busiest hubs, United ensures that its message of empowerment and inclusion touches millions of travelers each year. These touchpoints between passengers and Special Olympics athletes create opportunities for connection, understanding, and the redefinition of what great customer service can truly look like.
Looking Ahead: The Future of Inclusive Travel
As global conversations around inclusion and equity continue to evolve, United’s SOSA initiative serves as a guiding light in the aviation sector. The airline is setting the gold standard for inclusive employment and accessible travel—a standard that others will be hard-pressed to match unless they fundamentally shift their corporate values and priorities.
With 28 athletes now serving as official Special Olympics Service Ambassadors, United Airlines is not only transforming its airport terminals but also reshaping perceptions about disability, capability, and community.
The next logical step? Further expansion of the SOSA program to international hubs and a broader industry-wide adoption of similar initiatives. For now, however, United remains a trailblazer—a carrier that flies not just across skies, but above expectations, carrying with it a vision of universal belonging.
In a world where travel is often seen as a luxury, United is proving it can also be a force for empowerment, opportunity, and global connection.
