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.
Mexico-based brand, Banorte , led all Finance brands with the highest average engagement per post: 262,354.
Download the SponsorUnited ’21-‘22 Marketing Partnership Finance Report now at https://hubs.la/Q0195gFd0 for more insights.
Five different financial brands are buying uniform / jersey patches in 3+ leagues/associations: Ally Financial, Fifth Third Bank, LendingTree, PayPal and Webull Financial.
Download the SponsorUnited ’21-‘22 Marketing Partnership Finance Report now at https://hubs.la/Q018ZQ_T0 for more insights.
Finance Companies Surpassed Three Quarters of A Billion Dollars in Total Sponsorship Revenue with Major Pro Sports Teams.
Earlier this week SponsorUnited released the ‘21-’22 Marketing Partnership Finance Report. This report highlights trends in sponsorship and partnership data across over 1,600 brands in the Finance category.
Complete report can be downloaded HERE, key findings from the report include:
The NBA has surpassed the NFL as the top league in Finance sponsorship revenue.
Major jersey patch, venue naming rights plus Crypto and FinTech deals in the NBA has led to an additional spend of approximately $115M within the league.
Financial brands saw a major bounce back within the five Major Pro Sports, adding $270M in revenue to achieve 54% growth from 2020-21.
The giant category went on a spending spree, the two largest beneficiaries: NFL and NBA. Each league received more revenue from the category than the MLB + MLS combined.
The category is getting more fragmented and competitive than ever before.
The number of Finance brands actively buying Major Pro Sports sponsorships and media deals has increased by 20% since 2018 and the number of deals has increased 46%.
Financial brands are more likely to sign venue naming rights deals with colleges over pro sports.
Nearly half of all venue naming rights deals within NCAA schools and conferences are with financial brands, which leads all categories. Banks alone make up 35% of all venue deals.
Athletes are a consistent source for financial brands to boost their endorsement ROI.
A vast majority of social posts involving finance brands were shared by team/league accounts, rather than individual athletes. Athletes from PGA/ LPGA shared significantly more posts than the NFL; however, NFL athletes saw twice the engagement while posting significantly less.