Banknorth Inks Tobin Bridge Deal

BOSTON Banknorth said it has inked a three-year sponsorship deal with the Massachusetts Turnpike Authority to sponsor the Tobin Bridge’s Fastlane program.

The Portland, Maine-based bank becomes the bridge’s first corporate sponsor for $192,000 per year. The bank’s name and logo early next year will begin appearing on tollbooth signage on the Tobin, which links Boston and Chelsea, Mass.

With more than $25 billion in assets, Banknorth ranks third among regional banking companies and has been raising its profile of late. This fall, the company became the official bank of the Boston Bruins hockey team and in June, the client inked a deal with former Bruins star Ray Bourque to serve as a spokesman. Banknorth spends approximately $15-20 million on ads. Independent shop Via, also Portland-based, handles Banknorth’s account.

—Adweek staff report