The Financial Services industry has a long history in terms of its relationship with sport through sports sponsorship. As part of a trillion-dollar industry, financial services firms have traditionally had the means to partner with the world’s biggest sporting properties. This natural affiliation has led to almost every major sporting property being associated with the financial services sector in some way.
While the 2008 financial crash led to a change in regulations, ultimately impacting the way financial services companies operated, many still use sports sponsorship as a means of telling their brand story and rebuilding the trust that many lost in the sector.
Using title sponsorships with the biggest sports as a means of driving name recognition to the use of brand ambassadors to present a more human face, the financial services industry has long been a key player when it comes to sports sponsorships.
1. Industry Overview