sports sponsoring by a bank

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Permalink Reply by Gary Van Hoose on December 10, 2009 at 4:40pm

With this age group, I would suggest that biking events would be very popular and easy to reproduce in a country known for great bikers. We do BMX tour sponsorships in the US, not sure if popular in Italy, but younger kids like the smaller bikes here. Also, any involvement with motorsports, even on associate sponsorship scale or just hospitality involvement with other full sponsors is very exciting and emotionally connecting for this age group and we have used successfully in Europe for our clients.

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Permalink Reply by federico smanio on December 11, 2009 at 3:11am

Thank you very much Gary! I think a bike event could be very interesting and I'll try to discuss the idea with my group. I really appreciate your help.

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Permalink Reply by Gary P. on December 11, 2009 at 6:56pm

Federico.
We've worked with banks here in Canada that have sponsored sports entities.
Our system/service is a great way for a bank (or any brand for that matter) to leverage their involvement with a sports franchise by connecting with the fans directly.

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Permalink Reply by federico smanio on December 16, 2009 at 7:54am

Gary, thank you for your help. We are thinking of sponsoring a school athletic circuit trying to help the italian sports system to improve the culture of sport inside the educational system. This could work for primary, secondary and high schools. The bank could increase its visibility by meeting parents at shool and improve its reputation by sponsoring a good social and educational program.

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Permalink Reply by federico smanio on December 16, 2009 at 7:55am

We are thinking of sponsoring a school athletic circuit trying to help the italian sports system to improve the culture of sport inside the educational system. This could work for primary, secondary and high schools. The bank could increase its visibility by meeting parents at shool and improve its reputation by sponsoring a good social and educational program.

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Permalink Reply by Richard J. Farley, Jr. on December 16, 2009 at 6:03pm

Give them Credit/Debit Cards with the Bank's logo that can be redeemed @ participating Sponsors for good grades, academic achivements, et.al. Can also tie in with Regional Sports events for discounts ....

Branding, Identity, & awareness for bank with Brand Loyalty not to be soon forgotten.

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Permalink Reply by federico smanio on December 19, 2009 at 6:55am

Great idea Richard. I like it! Once we decide what exactly the bank will sponsor we could definitely use these kinds of incentives for kids at school.

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Permalink Reply by Richard J. Farley, Jr. on January 7, 2010 at 5:34pm

Feel free to send me a check!

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Permalink Reply by federico smanio on January 16, 2010 at 4:14pm

Hi guys... we are a bit stuck at the moment. We have thought of a project to involve young kids at school but what about teenagers age 12-18? I am thinking of a marathon or a bike events in cities around Italy. But then we are not sure if the bank should organize the event itself or simply sponsor the event helping an existing organization. And then how to promote it to the target? Soccer is by far the most popular sport in Italy but then we are talking about non professional young people and it's hard to think of a way to promote the thing and involve these people.
Hope you can help me. We are not forced to go into the educational system but at the same time we don't know where to go outside the school.

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Permalink Reply by federico smanio on February 3, 2010 at 8:03am

Ok, we have found the right organization: it's a common project between the Italian Olympic Committee, the school system and the public administration for promoting sport for kids in shools. We are now thinking of the right activities the bank could do before, during and after the events. All your ideas are welcome! We have thought about creating a mascotte or teams shirt branding or providing the equipment for the games. The creation of an official website et. al....

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Permalink Reply by federico smanio on April 1, 2010 at 6:41am

Hello everybody. We have finally presented our project to the bank. It's a national primary school program organized by Coni (the Italian Olimpics Committee) and the Minister of Education. It involves all sports activities and goes from November to May every year. The bank could sponsor the whole project nationally and locally with its territorial branches. And the focus is on the main events, the finals of the different regional tournaments taking place in May-June at the end of the school year.
The bank representative has shown interest in our ideas and I hope our sponsoring strategy will really be taken into consideration by the bank executives.
I would like to thank you for your suggestions and ideas and, please, feel free to ask me for more detail.

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Permalink Reply by Aileen McManamon on May 18, 2010 at 2:50pm

Just quickly off the top -- without digging out examples -- it's quite common here for a bank to sponsor a youth league (club level) soccer at some nominal level and then to run a program where each member that opens an account with that bank then creates an additional donation back to the club. These programs are 1) very simple, 2) work at the grassroots level to crate new local business directly tied to the branch and 3) very measureable. A friendly competition can even be built in for inside the bank where the branches compete against one another to see who does the most for their local community. The simplicity of it makes it quite easy to reproduce throughout the company, even in different regions where attitudes and customs are quite different.

In this case, if there is a common level championship (regional? city?) then the bank can be the 'cup' sponsor of that and it's a logical build on the local involvement, where they are participating in each club's success as well as the champion club's excellence. They can certainly use their existing media purchases to promote their involvement with youth soccer. This is of course assuming this is a retail (individual customer) oriented bank and not a merchant bank.

Good luck!

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