9:29 a.m. | Updated BBVA, the official bank of the National Basketball Association, will announce on Friday that it is extending its services from the league to its fans.
BBVA Compass, the American franchise of the Spanish bank, and the N.B.A. will unveil a campaign to promote online consumer checking and savings accounts called NBA Banking. Branded debit cards connected to the accounts will carry the logo of the cardholder’s favorite N.B.A. team.
The effort is meant to help BBVA expand its presence in the United States beyond the 716 brick and mortar locations it has in states like Texas, California and Arizona, while targeting younger, tech savvy basketball fans. Manolo Sanchez, the chief executive of BBVA Compass, said it was important to connect the brand with values like teamwork and fair play.
“These are the things we like about team sports,” Mr. Sanchez said. “They are a metaphor for the things that we believe are important for the company.”
BBVA has been an N.B.A. partner since 2010 and has been aggressive in its pursuit of sports sponsorships both in the United States and in Spain. Its efforts included securing the naming rights to the Houston Dynamo soccer stadium and sponsoring the BBVA League in Spain.
Customers who sign up for a new N.B.A. account will be able to access banking services online and through their mobile phones. Account holders will also be able to access news and game scores when they access their account.
James Harden, a player for the Houston Rockets, and Kevin Durant of the Oklahoma City Thunder, will be featured in ads promoting the BBVA accounts, and in social media campaigns and other promotions for the bank.
Additional promotion will include a microsite on the BBVA Compass Web site encouraging fans to upload photos of themselves. Fans can also post photos to Instagram and Twitter using #RealFan.
The N.B.A. will select photos of fans to use in some of its advertising promoting the BBVA partnership.
This post has been revised to reflect the following correction:
Correction: February 15, 2013
An earlier version of this article referred incorrectly to the professional basketball league involved in the campaign. It is the National Basketball Association, not the National Basketball League.
Article source: http://mediadecoder.blogs.nytimes.com/2013/02/15/campaign-promotes-new-bank-service-for-nba-fans/?partner=rss&emc=rss
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