SBJ/August 29-September 4, 2011/Marketing and Sponsorship
NHRA, UMB Bank deal will create customized credit cards
Published August 29, 2011, Page 8
The multiyear deal will see UMB Bank, a subsidiary of the Kansas City-based UMB Financial Corp., offer five NHRA-branded affinity credit cards. The organization’s previous relationship with MBNA, which ended in 2009, allowed it to offer just one card.
UMB has an agreement with the Porsche Club
“It’s unprecedented that an organization can put a picture of their choice on a card,” Davis said. “Personalization moves things, and it’s going to be really cool to see all these hot rods come in.”
Like most affinity card agreements, the deal with UMB Bank is a licensing agreement that will see UMB pay the NHRA activation fees and a percentage of fees collected when cards are used.
“Our last affinity card agreement proved to be very lucrative, and we anticipate this being very successful for us as well,” said Tony Driscoll, the NHRA’s vice president of sales and business development.
The NHRA plans to promote the cards on its website, in email blasts and in direct-marketing materials.
“We love to partner with something that’s proven, and the NHRA has tons of fans and drivers and had a previous program that was proven,” Davis said.
UMB, which has more than 800 affinity card partners, has banking operations in Arizona, Colorado, Kansas, Illinois, Missouri, Nebraska and Oklahoma.