Aligning brand values
Financial services firms have long been involved in sports, but the approach is evolving. Barclays, for example, has been a prominent player through its past sponsorship of the Premier League and naming rights to the Barclays Center in Brooklyn. Now, more firms are exploring partnerships that reflect deeper brand values and social impact.
State Street Investment Management recently announced a multi-year partnership with the WNBA, becoming the league’s official investment management and ETF partner. The WNBA’s rapid growth – fuelled by rising stars like Caitlin Clark – makes it an attractive platform. Its fan base, which includes younger, digitally savvy Gen Z and Millennial audiences, aligns well with State Street’s target market. As CEO Yie-Hsin Hung noted, the partnership aims to help fans “learn how investing in their future can advance their ambitions – just like the athletes they admire.”
B2B companies often struggle with being perceived as impersonal or institutional. Sports sponsorships offer a way to inject humanity and emotion into their brand narrative. Neuberger Berman’s partnership with Serie A club Como 1907 is a great example.
As the official back-of-shirt sponsor, the firm emphasized shared values of excellence, integrity, and community engagement. “We share Como 1907’s passion for excellence, integrity, and community engagement,” said Matt Malloy, Head of EMEA. The partnership also sparked new digital initiatives, including a dedicated landing page and increased LinkedIn engagement – showing how sports can amplify brand presence across channels.
For B2B brands considering sports partnerships, the first question should be why. If the goal is simply to spend marketing dollars on something flashy, the return will likely be minimal. But if the objective is to build meaningful connections with a targeted audience, enhance brand authenticity, and drive long-term engagement, the payoff can be substantial.
Success requires patience, a clear strategic vision, and a partnership that feels authentic – not forced. When done right, sports sponsorships can transform how B2B brands are perceived, helping them stand out in competitive markets and build lasting relationships.
Connect with one of our specialists: Duncan Shaw in New York, Greg Hobden in London or Aliena Lai in Hong Kong to find out how.
