Along with leftover turkey and a mound of crumpled wrapping paper, expect a large dose of BBVA Compass on Christmas Day. That’s when the Birmingham-based bank plans to flood the television airwaves with advertisements and shots of stadium billboards adorned with its name, as it begins its multi-year sponsorship agreement with the National Basketball Association. BBVA Compass this year signed on to be the NBA’s official financial institution. Saturday, one of the NBA’s showcase days during the regular season, marks the first time the bank will air nationally televised advertisements.
Ignacio Tena, Chief Content and Communication Officer of BBVA: “The BBVA Bank will really start its NBA campaign on December 25.”
The N.B.A. has agreed to a four-year sponsorship deal worth more than $100 million with BBVA, the Spanish financial giant. BBVA will become the official bank of the league, the W.N.B.A. and the N.B.A. Development League, according to sources familiar with the deal who spoke on the condition of anonymity because it had not been announced. The bank, which has more than 700 branches in the United States, will dovetail its marketing efforts in the United States with its sports sponsorships in Spain to take advantage of the N.B.A.’s growing popularity in Europe.