Phil Rosenthal’s long-running food travel series, Somebody Feed Phil, is transitioning from Netflix to YouTube. After eight seasons on the former platform, the show will continue its run on the Alphabet-owned streaming service. This move is made possible through a new agreement with Banijay Entertainment. The program will now be available to viewers for free, supported by sponsorships that help fund Rosenthal’s continued culinary travels.
United Airlines has stepped in as the title sponsor for the series’ ninth season. The airline will feature the new eight-episode cycle on its seatback entertainment systems. Additionally, United Airlines will be visibly integrated into several scenes throughout the upcoming season. Rosenthal, who is also known for creating the hit comedy Everybody Loves Raymond, highlighted the practical benefits of this partnership. He noted that United assists with crew logistics and equipment transport, saving the team from the complications of landing with heavy gear in foreign countries. He described the collaboration as a natural fit given their shared interest in travel.
This sponsorship marks a strategic shift for United Airlines in a competitive market. In the past, airlines frequently advertised with catchy slogans to build brand identity. Today, however, consumers often prioritize exact fares and schedules over brand image due to the prevalence of comparison websites. By aligning with Rosenthal’s show, United aims to demonstrate that its flights offer more than just basic transportation. The airline seeks to inspire current and future passengers to view their journey as an exciting part of the travel experience rather than a mere necessity.
Maggie Schmerin, United’s chief advertising officer, explained that making the show available to flyers allows the company to inspire destination choices along its existing routes. She stated that passengers can use their flight time to get ideas for their next trip. Schmerin emphasized that the airline has a captive audience on board, and this type of content helps underscore the breadth of United’s route network.
As part of the sponsorship deal, United is offering exclusive rewards to its MileagePlus loyalty members. Fans can visit the show’s website to guess the cities that will be featured in the upcoming season. Each correct guess enters participants into a drawing for a roundtrip flight for two to one of the eight Season 9 destinations, in any class of service. Throughout December, United will give away eight pairs of tickets. One grand prize winner will also receive a meal with Rosenthal at his Los Angeles diner, Max & Helen’s.
Rosenthal believes the move to YouTube opens the door to a significantly wider audience. However, he acknowledged that standing out is challenging on a platform with billions of content options. He plans to expand beyond standard streaming by creating microdramas and other short-form content. The platform also allows for specific content pieces tailored for sponsors.
Beyond the series itself, United is using social media to generate interest. The airline is tapping into employees who have strong social media followings and collaborating with outside travel influencers. Schmerin indicated that the company sees potential for a long-term alliance with Rosenthal, noting that as long as there are places to explore, the show holds significant value for the brand.
