The Big Ten men’s college basketball championship final last weekend at Madison Square Garden had a new type of brand sponsor: SoFi.
The San Francisco-based personal finance brand joins a small club of finance startups making a name for themselves through a connection to sports. Quicken Loans has long-established sports sponsorships, including naming rights to Quicken Loans Arena in Cleveland and links to college sports teams; and Credit Karma is playing in gaming, by becoming the “official personal finance partner” to eLeague, the gaming league formed by Turner Broadcasting and IMG tournament two years ago.
“As part of an overall media buying strategy across a number of platforms and formats, we’ve identified sporting events such as the Super Bowl, the Big Ten tournament and the X Games as excellent ways to reach our target audience,” said Margi Brown, SoFi’s vice president of marketing and media. “Our marketing strategy is driven by meeting our members where they are, with a unique focus on brand awareness marketing.”
More in Marketing
For Atlas Creative, expanding into Roblox is not solely a play to scale up. The company believes there are concrete benefits that will come with having a hand in multiple metaverse platforms.
Since ChatGPT became a breakout hit, the names of numerous AI companies and products have entered the cultural vernacular.
Even as linear TV ad spend declines, 23andMe is reinvesting in the channel to boost brand awareness.