Sponsor Insights

Beyond Taxes: A Look at the Consumer Financial Services Sponsorship Landscape

With Tax Day (April 18th) fast approaching, the Consumer Financial Services category–which encompasses accounting firms and online tax services like H&R Block and TurboTax–is top of mind for many Americans. Let’s take a closer look at this increasingly active category.  

Sponsorships and activations within Consumer Financial Services are on the rise up 25% YoY in the number of brands activating, with more than 780 brands buying sponsorship/media deals across all property types–and brands in the category averaging around 4 sponsorship/media deals over the last 12 months. 

Deloitte ranks 1st by sponsorship volume with more than 105 deals–including partnerships with the PGA Tour and the WNBA, among others. KPMG International follows as a relatively distant 2nd with 60+ partnerships, while MNP takes 3rd with 35+ sponsorships. H&R Block, PWC, Grant Thorton, Desjardins, EY (Ernst & Young), Northwestern Mutual, and TaxAct round out the top 10 brands, in that order. 

Property entitlements lead the list of most frequently bought assets within the industry. Recently, TurboTax utilized the prevalent property entitlement asset as an official sponsor of the 2023 Men’s College Basketball March Madness tournament. Digital content, social posts, TV-visible signage, and radio followed as the other most frequently purchased sponsorship assets, in that order. 

Another notable category tidbit: 36% of sponsorship deals with the aforementioned 780+ brands included a social media post. H&R Block saw its social media clout grow after one of its co-branded TikTok posts with the “TwinsFromRussia” scored the most engagement in the category at 596K– underscoring the evergreen appeal of social media activations, a sponsorship trend that shows no signs of stopping.  

KPMG International has been the official title sponsor of the Women’s PGA Championship since 2015. On March 31st, the tax giant announced a partnership with Steph Curry’s Underrated Golf Tour–and Mariah Stackhouse as the tour’s golf ambassador–to advance equity, access, and opportunity for underrepresented youth in golf. 

Watch this space for more deal news as activations within the Consumer Financial Services category continue to grow.

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