Truist Financial, the bank created by the merger of BB&T and SunTrust, has signed on as the NFL’s newest corporate sponsor. Truist is looking to build awareness for its relatively new brand within the marketing-noisy banking category, launching its NFL platform during the playoffs, which open Saturday. Activation starts today with a football-themed ad debuting on NFL Network about “unlocking potential,” on and off the field. The ad is from creative shop Strawberry Frog, directed by Peter Berg. Truist has bought a national ad package on Fox and will also have local buys on other NFL games. Other support will include digital and social elements on outlets such as Instagram, Snapchat, Bleacher Report and TikTok, along with content creation with The Players’ Tribune.
MORE ACTIVATIONS: Truist will also support the NFL’s Inspire Change social justice initiative to help promote the bank’s own community roots. “This is about our ability to connect with that huge NFL fan base,’’ Truist Head of Sponsorship & Regional Marketing Joe Smith said. “Right now, that’s not as easy (because of the pandemic), but it’s about awareness, differentiation, showing that we’re a brand that stands for better and demonstrating our community commitment.” Retail activation at Truist's 2000-plus locations has been curbed due to the pandemic but will include NFL branding at drive-up windows and ATM locations, with heavier promotion planned for the Tampa market during Super Bowl week. Truist, the nation’s eighth-largest bank, is the NFL’s first sponsor in the retail banking category since Bank of America left 10 years ago. Truist’s sponsorship portfolio includes team deals with the Falcons and Dolphins, along with entitlement to the Braves' home ballpark.
