American bank holding company Truist Financial has inked a sponsorship agreement to become the official retail banking partner of The National Football League (NFL).
Truist, with its existing partnership with payments giant Visa, will secure the retail bank and marketing rights for the NFL events.
It will also explore opportunities for activations with the NFL at League events and fan experiences, the bank said.
Truist has started the multi-year sponsorship deal with the launch of a new ad campaign before a Super Wild Card weekend held on 9 January.
The ad commercial, produced by director Peter Berg, showcases how people are “unlocking potential”, both on and off the playing field.
It will be aired on FOX and across the NFL network.
In addition, Truist and NFL teams will support communities with financial education and economic empowerment.
Truist branding in NFL programming is now visible to the football fans. They will also see additional announcements from the partnership in the coming months.
NFL SVP of sponsorship management Tracie Rodburg said: “We look forward to working closely with Truist and Visa to unlock the potential of our players, fans and NFL communities both on and off the field.
“We are thrilled to kick-off Super Wild Card Weekend with Truist launching creative as an Official Retail Bank of the NFL.”
Truist chief marketing officer Vinoo Vijay said: “Our partnership with the NFL enables us to live out our brand purpose in meaningful ways. In collaboration with Visa, the NFL and its teams, and our local partners, we will focus on empowering our communities with financial knowledge and wellbeing and work to make a lasting impact over the course of this relationship.”