Academic journal article ABA Banking Journal

The Headache: "Naming Rights" in Your Town: Worth It? and How!

Academic journal article ABA Banking Journal

The Headache: "Naming Rights" in Your Town: Worth It? and How!

Article excerpt

Baseball season is here. Large banks have been involved in getting their names out there by buying "naming rights" for sports venues in both major and minor leagues. We asked community bankers, has your bank tried this at the local revel whether it be putting your name on the focal minor league team, sponsoring a mascot, or something else? Here is what two had to say, and along the way, we learned there are other ways to get your name out there.

If your bank has had a good experience along these lines, tell us about it at scocheo@sbpub.com. We'll post the best answers at www.passtheaspirinplus.com. And don't forget to send us color photos of "your" stadium, your team, your mascot, or your sign.

Remedy 1

Cindy Slykhuis, assistant vice-president of marketing, First State Bank and Trust Co., $185.5 million-assets, Fremont, Neb. First State Bank & Trust Co. has been the sponsor of the community's [American] Legion and Junior Legion baseball teams for five years. Our sponsorship includes our name across the front of the baseball jerseys; First State Bank flags flying at the baseball field year-round; and a sponsorship board along the fence line. A couple of years ago our mascot, "Wizelee Wizard," threw out the first pitch of the season.

In addition, we pay for the admissions for all of our customers who pick up a ticket at the bank or bring along their postcard invitation (these are sent to members of our kids' club, Wiz Kidz).

We also host a First State night at the ballpark, where we invite our kids' club. We buy popcorn for all of the fans. We've given out balloons and other favors at the First State night, too, depending on the year. We feel it is an excellent way for us to show our support of the youth in the community white also promoting our community involvement and brand. …

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