Sponsorships that showcase membership benefits can significantly enhance a brand's connection with its customers, adding value, fostering deeper engagement and long-term loyalty, and positioning brands as key contributors to the fan experience. 

Here’s a quick look at some prime examples of these types of strategic partnerships: 

TD Bank x Toronto Blue Jays: TD Bank's sponsorship of the Toronto Blue Jays provides bank clients with tangible perks that enhance the game-day experience, including priority line access and a 10% statement credit on select concession purchases when using an eligible TD credit card. The partnership also drives card usage and strengthens the brand’s association with sports and entertainment.

Blue Cross Blue Shield of Illinois x Chicago Teams: The healthcare provider runs a promotion with the White Sox, Fire FC, and Bulls, where cardholders can upgrade their seats by showing their Blue Cross membership card at the venue, creating a valuable incentive for fans to carry—and use—the card.

American Express x Coachella: At Coachella, eligible American Express cardholders enjoyed VIP perks at Tyler, The Creator's GOLF streetwear pop-up, including access to exclusive items, a dedicated express lane, and complimentary gifts with purchases, as well as mystery merch boxes at the AMEX activation. 

Verizon x Bonnaroo
Verizon enhanced the Bonnaroo Music & Arts Festival experience by offering its customers first access to the GA Pit at the "Which Stage" (one of the event’s performance venues). This ensured that the brand’s customers were able to enjoy their favorite live acts from a prime position.

CashApp x Guy Fieri Tailgate

To celebrate Super Bowl LVIII, Cash App and Visa offered Cash App Card holders an exclusive 58% discount on VIP tickets to Guy's Flavortown Tailgate when they purchased tickets to the event with their Cash App Card.