Professional sports sponsorships often go far beyond assets like brand logos on jerseys and stadium signage. Within the realm of cause-related partnerships, 53% of bank sponsorships––more than 50 banks––currently use community initiatives to activate their partnerships in the five major pro leagues, creating meaningful programs that benefit worthy initiatives in local markets.

Pittsburgh-based PNC Bank joins forces with 11 professional teams––including the Pittsburgh Pirates and Steelers––on community-focused sponsorships that spotlight education and small businesses. For example, the bank’s Going to Bat for Small Business program (in partnership with the Pirates) recognizes local businesses in the Pittsburgh market making a positive impact in their communities. Every month, the initiative highlights one of the six small businesses selected, providing each with a $5K grant and a marketing package valued up to $100K. Now in its sixth season, the sponsorship promotes economic development while strengthening the connection between the Pirates and the local business community.

The Los Angeles Dodgers and Washington Commanders number among the ten teams with which Bank of America partners to foster change through hunger relief and youth programs. Taste of the Rams, which the bank holds annually in partnership with the Los Angeles Rams and the Los Angeles Regional Food Bank, is one such standout activation. Now in its ninth year, the event brings together Rams players and staff with community members for an unforgettable culinary experience that supports those facing food insecurity in LA County.

Headquartered in Minneapolis, U.S. Bank––which sponsors the Minnesota Timberwolves, Minnesota Twins, Minnesota Vikings, Minnesota Wild, and more––has raised its profile by investing heavily in local market initiatives. The Minnesota Wild Youth Hockey Spotlight Games, presented by U.S. Bank, rank among its most impactful community activations. The NHL-style, in-game experiences for young hockey players statewide include celebrity coaches and appearances by the Wild’s mascot, Nordy. 

As more banks embrace community-driven sponsorships, these kinds of initiatives will only grow, reinforcing both teams’ and sponsors’ relationships with the communities they serve.