SBD/January 20, 2011/Marketing and Sponsorship

Wicked Awesome: Lester To Be Spokesperson For People's United Bank

Connecticut-based People's United Bank has signed Red Sox P Jon Lester "for a 3-year contract to promote the bank's expanding presence in Massachusetts,” according to Kenneth Gosselin of the HARTFORD COURANT. The partnership may include print, TV and radio advertising. One of Lester’s "first appearances will be Monday when the bank holds grand opening festivities for its new branches" in Boston, at Prudential Center and in the city's financial district (HARTFORD COURANT, 1/20). Terms of the deal were not announced. There are 340 People’s United locations throughout New England, with 31 in Massachusetts. SportsCorp President Marc Ganis said that signing Lester “was a smart move” by the bank. Ganis: “It’s the kind of move a regional bank should do in a narrow market” (BOSTON HERALD, 1/20). Nick Gregorian, who reps Lester, indicated that while the pitcher will make personal appearances for the bank across New England, he “will not be asked to appear before People’s United customers in New York state and Fairfied County Connecticut.” Gregorian: “We respect the fact that those areas are solidly in Yankee territory” (Waterbury REPUBLICAN-AMERICAN, 1/20).
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