United and JetBlue Partnership Is All Part of Kirby's Endgame

Just days after JetBlue’s messy breakup with American Airlines, the New York-based carrier is already moving on, and its rebound partner is United.

The two airlines are reportedly in advanced talks to launch a new partnership, with the initial focus on frequent flyer reciprocity: earning and redeeming miles across both airlines, with better connectivity for travelers.

On the surface, it sounds simple enough. But behind the scenes, this could be the start of something much bigger. For example the plan avoids coordination of flight schedules or pricing, which makes it far more legally palatable

JetBlue needs a win after a string of failed partnerships, a blocked merger with Spirit, and ongoing financial struggles. United, meanwhile, is playing the long game. CEO Scott Kirby sees this as a power move as United has long wanted a stronger foothold in New York, particularly JFK. Although, Kirby has been open about the regulatory headaches an outright acquisition would cause.

JetBlue’s previous partnership (with American Airlines) called the “Northeast Alliance”, was shut down by a federal judge in 2023 for violating antitrust laws. Despite this ruling the two airlines kept negotiating behind the scenes. Three days ago American officially pulled the plug, and filed a lawsuit for $2 million in compensatory damages.

JetBlue’s CEO Joanna Geraghty has made it clear they want to partner with a U.S. airline larger than themselves. On the airline’s Q1 earnings call, she confirmed talks with United are underway, and said an official announcement is expected before the next quarter ends.

This strategic shift also follows JetBlue’s failed merger with Spirit Airlines, which was also blocked by regulators in 2023. The merger seemed like a good fit for JetBlue to capture more of the low-cost market, but the DOJ raised concerns about reducing competition. After a tough legal battle, JetBlue abandoned the merger, a setback that further made clear its need for new partnerships to stay competitive.

JetBlue, which has struggled to stay profitable post-pandemic, sees this new partnership as a lifeline. But for United CEO Scott Kirby, its a bigger move, disguised as a loyalty-focused partnership. 

Although United isn't a low cost carrier like Spirit, I wonder how the failed merger might affect any moves United and Kirby have up their sleeves with in the future with JetBlue.

In short, JetBlue survives, United gets leverage, and Delta gets a new threat in its own backyard.

It starts with shared loyalty benefits and better connectivity, but the long game is clear:

• United gets access to JetBlue’s gates, slots, and brand presence at JFK and BOS without needing to buy them outright


• It gives United a low-risk test run at New York City expansion.


• And down the line, a full acquisition isn’t off the table, especially if political conditions shift

By gradually absorbing JetBlue’s Northeast footprint, United shores up one of its last major geographic weaknesses — and does it without triggering the regulatory alarms that a merger would today.

Delta is also the most popular airline of the Southeast, which JetBlue covers well. Not only can United stake itself in the northeast, but it will be able to extend its pole much more easily into the southern states aswell.

Delta is the only U.S. carrier with true coast-to-coast dominance in both leisure and premium markets. But if Kirby can pair JetBlue’s East Coast presence onto United’s already strong mid-continent and West Coast network, United becomes a real threat across all segments — especially among high-value business travelers in New York and Boston.

Scott Kirby long talks about his dream of dominating the American market, and although monopolies are technically banned within the US airline industry, Kirby seems willing to toe the line as much as possible.

JetBlue and United's potential partnership is only in the early stages, with the initial focus is on frequent flyer reciprocity, but there’s clearly a bigger play in motion. After multiple failed partnerships, JetBlue needs a way to keep up with competitors who currently have larger networks. For United though, it’s about securing a foothold in New York without the regulatory headaches of an acquisition. Scott Kirby’s Alexandrian vision is clear: positioning United to eventually challenge Delta’s dominance at JFK and beyond. And if this partnership is any indication, Kirby’s making moves that could lead to something even bigger down the line.