ABA Banking Journal - August 2014 - (Page 10)

bank notes A double play BASEBALL IS DEEPLY ROOTED in our country's culture, and minor league baseball stadiums are central hubs for the surrounding communities who flock there when the weather turns warmer. All this offers ripe sponsorship opportunities for banks, which consider ballparks in alignment with many of their own ideals. "It's such a great, great sport. It's all-American. It's a part of our community, and it shares the same values that we do as an institution," says Patty Barton, marketing and communications manager for the central Ohio region of $60.9 billion-assets 10 | ABA BANKING JOURNAL | AUGUST 2014 Huntington National Bank, which sponsors the Clippers' Huntington Park in Columbus. "We just thought connecting with them would be an extension of our brand." Aligning with a ballpark can help cement a bank's identity in the community, especially if the park has a high profile. "The Greensboro Grasshoppers are almost iconic in the Greensboro area, and having us associated so closely with such a positive image is exactly where we want to be," says Spence Broadhurst, chief banking officer of $2 billionassets NewBr idge Bank, which sponsors NewBridge Bank Park in Greensboro, N.C. "We consider ourselves Greensboro's bank, and that just helps solidify that position." With most sponsorships lasting around 20 years or more, there really is an opportunity to make an impact in the surrounding community, and banks often use park events to reach out. For example, at NewBridge Bank Park, there is an annual Military Appreciation Day, and the bank buys tickets for military veterans and their families to enjoy a day at the ballpark. On Wednesday nights, Knot Hole Kids Club members get in free at PHOTO: COURTESY HUNTINGTON BANK Banks partner with ballparks for a unique sponsorship opportunity

Table of Contents for the Digital Edition of ABA Banking Journal - August 2014

Chairman's View
Editor's Column
The Economy
Bank Notes
Picture This
Community Banking
Why HCE could be a big payment plus for banks
Rethinking the branch experience
Social media success not all about "followers"
Compliance Clinic
Around the ABA
Legal Issues
First Person

ABA Banking Journal - August 2014

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