Wealth management specialist BNY Mellon breaks an ad with Pro Football HOFer Joe Montana today. The new ad, via TBWA/Chiat Day, casts Montana as a prototypical BNY Mellon prospective client, someone who has made money through expertise in their own area of expertise, but who is not necessarily as well-versed in investing. Montana fits nicely with the 10-year sponsorship BNY Mellon signed last September with the 49ers and Levi's Stadium
, which will open Aug. 2. BNY Mellon's "founding partner" sponsorship includes entitlement of two field-level clubs, a suite and designation of the team's "official investment company." Aside from his renown as a four-time Super Bowl champion, Montana is "symbolic of so many potential clients, and this is about getting new clients," said BNY Mellon Wealth Management CEO Larry Hughes. "We are a well-known brand, but we're trying to having people get a better understand of what we do." Both BNY Mellon and Montana are IMG clients. The national TV campaign includes buys on BBC America, CNN, Fox News and Fox Business. There will be digital and social media extensions through Twitter, Facebook and LinkedIn.