The Financial category is made up of many sectors and the Banking sub-category makes up nearly 35% of the financial brands buying sponsorship / media. On average, digital media and social media make up the majority of the assets within Banking brand deals, 38% and 36% respectively. PNC Bank, Citibank & Capital One are the top three brands in terms of their number of sponsorship deals.
So which markets are Banking brands most likely to target and why?
There are over 70 Banking deals in the New York market which puts the Empire State in first place. Provident Bank, Investors Bank & Chase are the top three brands in this market. 40 brands make up the over 70 deals with 15 of the 40 having multiple deals in the market.
The next two on the list are Boston & Philadelphia where each have over 60 deals ranking #2 & #3 respectively. In Boston, TD Bank is the top brand with five deals, Digital Federal Credit Union ties Bank of America for 2nd, each with three deals. Although based in Toronto, Canada, TD Bank has multiple deals in all of the top three markets.
Within these top three markets there are a few brands that standout given their vast venue naming rights deals across Major Pro Sports. Citibank has a deal with the New York Mets venue which adorns the name Citi Field. Citizens Bank Park in Philadelphia is home to the Phillies and the TD Garden in Boston is where the Celtics & Bruins play.