Becomes an Official Sponsor of Pro Baseball
BOSTON–In a deal similar to the one inked earlier this year by John Hancock Financial Services, Fleet Financial Group last week announced it has become the official bank sponsor of Major League Baseball.
As part of its three-year deal, Fleet is the official bank sponsor of MLB while Hancock, which has a one-year deal, is this season’s financial services sponsor. Both companies can use game footage as well as the MLB, All-Star and World Series emblems in promotional materials.
Both contracts were negotiated by Boston-based Woolf Associates, the independent sports and entertainment marketing agency formerly owned by Arnold Communications in Boston.
Woolf division president Chip Rives said Hancock was originally approached by the Red Sox and MLB to became the title sponsor of the All-Star Fanfest, a series of events being staged around the July 13 All-Star game at Boston’s Fenway Park.
MLB and the Red Sox later contacted Fleet about becoming the official bank sponsor of both MLB and its All-Star FanFest, Rives said. Fleet already is the credit resource of record for MLB.
Arnold is creating the multimedia campaign trumpeting Fleet’s commitment to professional baseball. Print, TV, outdoor, in-stadium, transit and online ads will carry the existing line, “Fleet keeps baseball going.”
Sources last week pegged Fleet’s deal at around $4-6 million over the next three years. Fleet is believed to be the first regional bank to enter into a contract with a major league sports team, viewed as unusual since fans outside the Northeast have little knowledge of the Boston-based company.