The Baltimore Ravens have enabled M&T Bank to feature quarterback Joe Flacco as the centerpiece of a visible sponsorship series.
Sponsorship Buddy's Take:
1) M&T Bank & the Ravens have created a social media campaign banking on loyalty to drive registration for @MyRavensCard. Fans love inside chances to get up close and personal with their favorite players. Utilizing a hashtag on a schedule like #FridaysWithFlacco enables equity to be built up around the campaign, which will increase exposure and engagement.
2) This program gives back to the fans. It provides a video of Joe's Elite 5 TV shows, while engages fans to comment with theirs' for a chance to win 4 club tickets to a Ravens game. As a result of this sweepstakes, 55,000+ views and hundreds of comments have driven tens of thousands of impressions, if not more (along with many leads for M&T Bank).
3)) This is one of the more elaborate promotions a team can do, of which would most likely only be included for a top sponsor. M&T Bank is the naming rights partner for the team's stadium. It ties in scarce inventory and highly-sought inventory items like usage of star quarterback Flacco, usage of team marks, dedicated social media tags and pages, video, a sweepstakes and more. Because of how well integrated it is with M&T Bank social media channels, the "soft sell" storylines and dependable tags centered around a reliable and responsible featured athlete in Flacco, a great brand-fit for a bank, we would anticipate this promotion to be a success with a reasonably-set objectives in place.