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Volume 24 No. 114
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Bank Of America Planning Activations Around Start Of MLB Season

Bank of America, an MLB corporate sponsor since ‘04, is adopting a decidedly grassroots approach to the early season activation of its baseball rights. BofA Senior VP/Sponsorship Marketing Charles Greenstein said the bank is using MLB-themed marketing to thank the bank’s customers. Beginning on Opening Day and continuing over the first half of the season in Boston, Chicago, L.A., N.Y. and S.F., five markets where BofA has large MLB team deals, the bank has assembled players who will distribute free tickets and autographed items. Street teams in high-traffic areas in those cities will also offer a month of free text alerts from MLB.com. Octagon is BofA’s sponsorship agency.