Bank of America Offers Spanish-Language Services with MLB Cards
For the first time, Bank of America is offering Spanish-language services for its Major League Baseball-branded credit cards.
Customers who sign up for the MLB Extra Bases rewards program receive account materials and redeem program rewards points online in Spanish. It’s a promotion with a statistical premise: 93% of U.S. Hispanic households live in regions where Bank of America does business.
The initiative is part of a larger effort to connect with ethnic communities in the U.S.
“Bank of America has always been a pioneer in serving a diverse set of customer segments,” Bank of America spokesman Joe Goode said.
MLB Extra Bases, which launched in 2006, enables customers to select a credit card bearing the logo of their favorite baseball team or the signature MLB batter silhouette. They earn one point for every net retail dollar spent, and can redeem points for game tickets, unique ballpark experiences such as VIP tours, or merchandise.
Bank of America customers can apply for credit cards in Spanish as well, according to Goode.
The company is promoting the card services in Spanish in print and radio ads, and P-O-S advertising in branch locations.
