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:

  • Seek additional sports sponsorships
  • Outsource some marketing duties to agency partners
  • Continue increasing digital spend

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,,,, and It placed 13% of these ads indirectly through Google AdX+AdSense and The Trade Desk onto sites such as,,,, and 

Additional channel insights  

  • AF also invests in OOH and local broadcast. 

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.