The Bank of America is looking to score points with prospective checking customers as the official bank of the National Football League.
The new sponsorship broadens Bank of America’s existing relationship with the NFL, enabling it to issue checks, check cards and credit cards with the NFL shield logo in November. This week, Bank of America started offering team-branded checks and check cards for the New England Patriots, Dallas Cowboys, Washington Redskins and Carolina Panthers.
The three-year deal also gives Bank of America exclusive category rights to use the NFL logo and the Super Bowl logo in marketing and ad promotions through the 2009 season. The bank will also be able to advertise during NFL games, on the NFL Network and NFL.com.
Financial terms of the deal were not disclosed.
“Given its strong reach and broad appeal, pro football is a very strong marketing platform,” said Bank of America spokesman Joe Goode. “It’s about enabling a fan of the NFL to express their passion for football in their everyday banking.”
It’s also about expanding Bank of America’s affinity strategy to grow new business, according to Goode, who said 10% of the bank’s year-to-year deposit growth driven by various affinity products. Those products already include NFL team-branded credit cards, and Bank of America research indicates that 40% of U.S. consumers are avid NFL fans—the highest level of avidity expressed for any professional sport.
Bank of America’s My Expression affinity programs already includes a range of teams, causes and alumni groups. It’s also introducing affinity checking for the Boston Red Sox, New York Yankees, and the Wilderness Society.
The company is also the official bank of Major League Baseball and NASCAR.
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