BBVA Compass is using sponsorship to promote its “Banking on a Brighter Future” tagline and support its digital transformation.

Looking to capitalize on its status as the best digital bank in North America and award-winning mobile app, the bank is leveraging sponsorship to access content for BBVABright.com and other social and digital channels.

BBVABright.com highlights professional athletes and other odds-defying consumers who embody the bank’s ten “Bright Future” principles (know where you’re going, dare to be you, work to your strengths, etc.). BBVA launched the principles earlier this year as part of the #BrightFutures campaign.

BBVA Compass this month leveraged its official bank status of the NBA with four new vignettes for BBVABright.com. The vignettes—which feature NBA rookies Kris Dunn, Domantas Sabonis and Malik Beasley—are distributed through the site as well as the NBA’s social and digital channels.

“We have always captured content, but it did not ladder up to a bigger brand platform. Everything about sports is about living bright,” said Jennifer Dominiquini, BBVA Compass’ chief marketing and digital sales officer, who joined the bank in early 2015 with the charge of ramping up its digital transformation.

BBVA Compass—which launched the “Bright Futures” platform in February during the 2016 NBA All-Star Game—is leveraging other personalities for content.

Those include David Baldwin, a BBVA Compass client who rode 3,500 miles across the country in support of a Houston nonprofit that serves adults with intellectual and developmental disabilities.

“He came to us with the idea, and we put our Bright Futures principles to work. We’re using sponsorship to bring purpose to life and bring opportunities to everyone,” said Dominiquini, who joined the tour on a 500-mile trek across Wisconsin. 

BBVA also posts user-generated content on BBVABright.com.  

“User-generated content is key. It’s a two-way street; it’s not just about telling our stories through the lens of a brand ambassador but capturing the passion of sports fans.” 

Adds Partnerships And Products To NBA Platform
Demonstrating its increased focus on digital platforms, BBVA Compass this year secured a new partnership with the Cleveland Cavaliers despite having no retail presence in the city.

The bank leverages the sponsorship with branded videos and other digital content.

“What they’re doing on the digital side is very compelling. We want to work with like-minded partners in using mobile and digital to reach new audiences.”

The partnership builds on a portfolio that includes the Dallas Mavericks, Houston Rockets, Miami Heat and San Antonio Spurs. BBVA Compass operates retail branches and wealth management offices in each of the four markets.

BBVA Compass leverages the NBA league partnership with cobranded products, including last year’s launch of an NBA-themed American Express card. The card is the first credit card to bear the global NBA brand.

The subsidiary of Bilbao, Spain-based BBVA also uses the NBA to build visibility on the global stage and host customers and prospects in local markets.