"We now invite first-class passengers, those traveling with small children or need assistance boarding and ... Utes fans to board."

That'll soon be reality for those flying out of Salt Lake City on Alaska Airlines thanks to a partnership between the airline and school that will give priority boarding to any Utah fans wearing a Ute jersey or shirt between Aug. 23 and Dec. 1.

It's been a good week for creative marketing concepts coming out of the Pac-12 following word Oregon would use scratch-and-sniff tickets that smell like Carl's Jr. hamburgers.

And as much joy smelling a fast-food burger on a piece of paper might bring, Utah is the clear winner offering something of actual value that, as a bonus, will surely infuriate fans of BYU and Utah State.

Well played, Utah. Well played.

"We are excited about our recent expansion in SLC and recognize the important role the University of Utah plays in the community. We are proud to support this great institution and their fans, students, faculty and alumni," Alaska Airlines announced in a statement.

In addition to the priority boarding, the airline will also offer cheaper fares for road games and for out-of-state fans traveling to Utah home games.

For other Pac-12 fans, there is, apparently, some consolation.

@GuntherKFAN If you wear a Pac12 shirt, we will give you a high five. ;) -John

— Alaska Airlines (@AlaskaAir) August 1, 2014