Truist’s game plan for sports sponsorships coming into focus

CHARLOTTE, N.C. — It’s been almost a year since Truist Financial Corp. brought in Joe Smith to lead the bank’s sports sponsorship portfolio. During a recent interview, Smith made several things clear about the bank’s approach when it comes to aligning with teams and leagues.

Among the top priorities: Emphasizing community themes and goals; spreading their message across broadcast, social and digital media as well as in stadiums and arenas; and aligning with teams and leagues in key cities and regions while reaching a target audience of young professionals. Truist also is trying to reach underserved populations.

Smith, who spent the previous decade at Bank of America Corp. in a similar role, said the strategy will be mapped out by his internal sponsorship team with help from outside agency R&CPMK.

“We’re in the process of analyzing our portfolio and ensuring that we have the right partnerships on board for us,” Smith told CBJ. “Which is all about our purpose and engaging with those fans.”

Smith talked with CBJ last week about the bank’s game plan. Read the full story here.

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