Publication: ABA Bank Marketing
Publication Date: 01-JAN-06
Delivery: Immediate Online Access
Author: Murphy, Rob

Article Excerpt
Imagine if your bank extended one of the following invitations to you:

* To attend a meet-and-greet with your favorite band before the concert.

* To receive a private golf lesson from a professional golfer prior to a Professional Golfers' Association (PGA) tournament.

* To attend spring training with your favorite Major League Baseball team.

Sound impossible? Not at all. It's happening now in the new world of bank sponsorships.

From sporting events to concerts to cultural happenings, sponsorships are playing an increasingly pivotal role in bank marketing. In fact, in the corporate world in general, it has been the fastest-growing form of marketing over the past decade. According to SponsorClick's Sponsorship Marketing Global 2004 Report, brand marketers worldwide spent $37.8 billion on sponsorships in 2004 and that figure will close in on $50 billion by 2006--this in comparison to a mere $4.3 billion in 1990.

Given these rapidly escalating...



NOTE: All illustrations and photos have been removed from this article.



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