From Investors Bank to Citizens
STRATEGIC SPORTS MARKETING EVOLUTION.
From regional powerhouse to national player, Source orchestrated a seamless and integrated sports marketing and brand advertising evolution spanning two banking brands. As Investors Bank’s AOR, we engineered a comprehensive sports sponsorship strategy that established them as the official bank of both the New Jersey Devils and New York Giants. Our multi-dimensional approach included creating the iconic Investors Bank Tower at Prudential Center, game-day activations, advertising and branded content starting with Phil Simms and Boomer Esiason and then featuring Giants’ legend Eli Manning – creating powerful market visibility and community connections throughout the NY/NJ region.
When Citizens Bank acquired Investors Bank in April 2022, Source navigated the transition, refreshing and reimagining these valuable sports partnerships under the Citizens brand. We maintained the prestigious “Official Bank” designations with both teams while developing a strategic asset mix tailored to Citizens’ expanded objectives. Our team created custom-branded content leveraging Eli Manning as spokesperson to elevate Citizens’ Wealth Management services, complemented by engaging activations at both venues. This comprehensive program continues generating significant impressions through innovative content, hospitality experiences, and community initiatives – driving web traffic and fostering high engagement across the Citizens digital ecosystem.
The successful transformation of these sports partnerships showcases our ability to build and evolve strategic brand relationships that deliver measurable business results while maintaining authentic connections with passionate fan communities.
