America First Credit Union secures naming rights deal (Score 18)

Sales lead: Reach out to this company if you can offer sponsorship assistance.

America First Credit Union (AF) recently secured naming rights for MLS team Real Salt Lake's home field.
Real Salt Lake's home stadium, which is located in Sandy, UT, is now called America First Field.
The deal includes digital and traditional branding opportunities for AF.
AF is also launching a co-branded debit & credit card with Real Salt Lake.
- Cardholders will receive discounted tickets, concessions, merchandise, and access to events.

AF's target demographic: Millennials & Gen-Xers in UT, NV, ID, NM, and AZ

The company is likely to:

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

YTD spend: AF spent approximately $568.3k on digital display ads YTD, a 17% increase from $487.7k spent in this channel during the same time period of 2021.
YTD data: 71.6m impressions via desktop video (52%), desktop display (23%), mobile display (10%), Facebook (7%), mobile video (5%), and Instagram (4%).
Last year: Full-year spend fell by 10% from $904.6k in 2020 to $817.1k in 2021.
Ad location: It placed 87% of these ads directly onto sites such as youtube.com, azfamily.com, facebook.com, instagram.com, and ktnv.com. It placed 13% of these ads indirectly through Google AdX+AdSense and The Trade Desk onto sites such as ksl.com, desertnews.com, yahoo.com, msn.com, and britannica.com.

Additional channel insights

Agency analysis:

Opportunity: Reach out to see if you can pick up any of AF's business.
- It does not work with any agencies at this time.
- I recommend offering a full range of services including digital, PR, creative, sponsorship, and media.

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.

West Non-Profit Financial Services digital Sponsorship Vulnerable Account Index TV Outdoor Agency & MarTech Opps Millennials Gen-X