The news: U.S. Bank and the National Football League (NFL) announced a new, multiyear partnership making U.S. Bank an official bank and wealth management sponsor of the league. U.S. Bank will also support the NFL’s player financial empowerment efforts through financial education offerings for athletes.

Trendspotting: Banks have a long history of NFL tie-ins, reaching millions of consumers in person through stadium rights and other out-of-home advertising as well as through digital media and TV:

• Firstrust Bank has made the most of its official bank partnership with the Philadelphia Eagles, including brand tie-ins and an expanded presence on local programming.
• M&T Bank and the Buffalo Bills recently extended their sponsorship agreement, making the bank a founding partner of the team’s new stadium.
• Huntington Bank and the Cleveland Browns signed a partnership in 2024 that included stadium naming rights and made the bank the team’s official banking partner.
• Bank of America and the Carolina Panthers have a longstanding relationship, including an extremely visible tie via the naming rights to the team’s stadium.

Implications for banks: Live sports consistently reach vast audiences and account for nearly all of the most-watched shows of US TV, making them among banks’ most attractive advertising opportunities. Nearly half of the US population identifies as live sports viewers, meaning ads during sporting events influence consumer habits and fans frequently notice brand sponsorships.

Football viewers are a well-defined audience that numbers in the tens of millions. Banks with the financial firepower for NFL sponsorships will likely benefit in the long term from the substantial brand exposure the sport offers. It particularly matters for banks that are expanding their reach to customers who may be unfamiliar with the brand.