The Lightning-Rangers Eastern Conference Finals has been a fan’s dream, with exciting back-and-forth hockey through the first six games. But hockey fans are not the only ones thrilled by the on-ice play thus far; JPMorgan Chase is as well. The financial-services firm only has two NHL sponsorships -- the two ECF participants and their respective arenas, MSG and Amalie Arena. This has allowed Chase to remain front and center during the playoffs, both during the games as well as in the local communities. While the NHL controls board advertisements during the playoffs, on-ice markings and in-arena signage, which Chase has in both arenas, remains the same. “Strategically, it’s one of the reasons we look at those assets for reasons like this, because generally when you get to this point, each league has a number of conditions that alter existing assets,” said Howie Edelstein, a VP in the sports and entertainment marketing department at JPMorgan Chase who manages the Lightning relationship. “As you see through all of our partnerships, we typically want to a be a certain level of sponsorship tier where the assets can be evergreen, so that they aren't just there during a playoff run, but also in third-party entertainment events.” In both arenas, Chase has an on-ice logo, LED signage and branding on clubs, as well as the Chase entrance, square and bridges at MSG. The firm has also been a presenter of fan giveaways in the series: a T-shirt during Game 1, and a presenting partner of Game 3 in Tampa, where Chase did a full-arena giveaway and had brand inclusion in all game marketing and promotion. The activations have gone outside the arena as well, including viewing parties for every road game in Tampa, as well as the popular Bryant Park viewing parties in N.Y.
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Chase events, like the Bryant Park viewing party,
proves to be popular with Rangers fans |
TALK OF THE TOWN: To further capture the attention of Rangers fans, Chase has been the presenting partner of the Rangerstown Hockey House festival located just outside MSG, which has Chase-branded exhibits. “Last year, the Rangers had this great unexpected Stanley Cup run,” said JPMorgan Chase’s Amy Gaskin, who manages the Rangers relationship. “The challenge this year was, 'How can we take what was successful last year to the next level?' Last year, the Bryant Park viewing party was just for the Cup Final, but we knew how excited people were about it so we moved it up,” she said. “We actually have people reaching out to us before games asking us if we’re doing it again and how much they liked it, which makes it even more special. To stand there and look out at that sea of people, it’s exciting.” The faceoff between the two NHL sponsors has also allowed Chase to further rally around its community initiatives in each city. In N.Y., Chase supports the Rangers Assist Program, while in Tampa it supports the Street Lightning program, both community initiatives that encourage the growth of hockey at the youth level. With each win, Chase has been donating $10,000 to that team’s foundation, with the rubber match coming tonight.
