Firstrust 'Banks' on Activation to Drive New Sixers Sponsorship

I'm always preaching to clients that the real value of a sports partnership is not in the size of your signage but in the strength of your activation plan. 

A great example of this is Firstrust Bank's newly announced marketing partnership with the Philadelphia 76ers. 

Why? Well, the Sixers play in a building whose naming rights belong to a competing bank, the Wells Fargo Center, and Firstrust is legally prohibited from having ANY signage in the building. 

What I like about this deal is Firstrust's confidence in their ability to extract value from the partnership through targeted and strategic activation.  

They recognize that the real value in a partnership with the Sixers is not in the number of impressions a logo on the floor may generate. The real return will come in their ability to achieve quality, personal interactions with targeted groups of Sixers fans through unique programs and brand experiences.  That is what strategic sponsorship activation is all about.

I look forward to keeping an eye on this partnership as it develops. What do you think? 

Read more about the partnership here:

http://www.philly.com/philly/business/20160115_Firstrust_looks_past_76ers__arena_and_record_in_new_sponsorship.html

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