Fall is right around the corner, and with it comes the exciting buzz of fall sports – a prime opportunity for credit unions to connect with communities and drive membership growth. Now is the time for fall advertising planning! From the thunderous tackles of college and NFL football to the tension of the MLB Playoffs and World Series, and the icy intensity of hockey, sports fans are a dedicated and engaged audience ready to hear your message.
Depending on your credit union’s location and field of membership, some or all of these advertising opportunities will exist. This isn’t just about plastering a logo; it’s about strategically aligning your credit union with the shared excitement and values of sports fans. Approximately 70% of Americans consider themselves sports fans, and for 35% of consumers, their favorite sports team is important to their identity, creating a powerful emotional connection for brands to tap into (The Financial Brand).
Here’s how fall sports advertising for credit unions can leverage the season across various advertising channels.
Tapping into the Fan Frenzy: Strategic Channels & Tactics
1. Broadcast TV and Radio: The Traditional Powerhouses
Despite the rise of digital, live sports remain a cornerstone of broadcast television and radio. These channels offer broad reach and a sense of local connection that resonates deeply with credit union values. Crucially, live sports are the most-watched TV in real time, meaning very little of it is recorded where commercial skipping occurs. This ensures your message has maximum impact. Initial research by EDO and Affinity Solutions found that adding live sports to a TV ad mix nearly doubled sales lift from 8% to 17%, depending on the sports involved, highlighting the significant amplification of brand performance (Affinity Solutions Businesswire).
- Tactics: Run compelling 15- or 30-second commercials during game broadcasts, tailoring messages like a “pre-game savings kick-off” or a “home run mortgage.” Sponsor specific segments such as “Halftime Show” or “Play of the Game” for natural brand integration. Utilize radio drive-time spots for local connections and run contests offering game tickets or merchandise.
2. Regional Sports Networks (RSNs): Hyper-Local Impact
RSNs are invaluable for credit unions, offering highly targeted advertising within your specific geographic field of membership. These networks broadcast local team games, reaching the most passionate and relevant fan bases directly.
- Tactics: Create localized commercials that speak directly to the local team’s fanbase, perhaps featuring familiar landmarks or fan scenarios. Seek opportunities for brand integration into team-specific programs like a “Team Player Spotlight” or a “Fan Zone” segment. Extend your reach with display and video ads on RSNs’ accompanying digital platforms for viewers streaming content.
3. Connected TV (CTV) / Streaming TV: Precision and Power
Connected TV (streaming services accessed via smart TVs, streaming devices like Roku/Fire Stick, or gaming consoles) offers the emotional impact of TV advertising combined with the precision targeting of digital. It’s leveling the playing field for credit unions of all sizes.
Tactics: Deliver your ads to households within your credit union’s service area who are streaming live sports or sports-related content. You can target based on specific demographics, behaviors (e.g., “in-market for an auto loan”), or even household income. Segment audiences to reach potential members who meet your specific field of membership criteria. Retarget individuals who have visited your website, engaged with your social media, or interacted with your branch. Pair CTV with traditional TV buys to maximize reach and frequency across both linear and streaming audiences.
4. Guerrilla Marketing at Major Sporting Events: Unforgettable Impressions
For major games, playoffs, or championship events, consider high-impact, unconventional tactics to grab attention and generate buzz.
- Tactics: For key games drawing large crowds, employ SkyTypers to spell out your credit union’s name and a concise, memorable message in the sky, creating spectacle and social media buzz. Deploy enthusiastic brand ambassadors near stadiums or major viewing parties to hand out branded swag and offer QR codes linking to special game-day promotions. Set up branded pop-up experiences (with proper permits) outside venues, offering games, photo ops, or a lounge area combined with credit union information. Use temporary street art or project your logo and message onto prominent buildings near the venue during peak times.
5. Sponsorships: Deepening Community Roots and Brand Loyalty
Sponsorships offer the most immersive way to integrate your credit union into the fabric of fall sports, building long-term relationships and brand affinity. By sponsoring local or regional events, fall sports advertising for credit unions becomes more than a message; it becomes a relationship.
- Tactics:
- Team Sponsorships: Become the “Official Credit Union” of a college athletic program (e.g.Meritrust CU with University of Kansas, Founders Federal CU University of South Carolina, or Elevations CU with University of Colorado) or a professional team (e.g., Cardinal CU with the Cleveland Browns, Northwest Federal CU with the Washington Commanders, or Community Financial CU with the Detroit Lions). Deals can include stadium/arena signage and digital presence on team websites and social media. A critical asset is the ability to utilize the team’s official logo in your own marketing and advertising materials; co-branding with a sports team’s logo can increase consumer trust and positive brand association, as fans transfer their affinity for the team to your credit union. Host “Credit Union Night” promotions, tie into youth programs, and partner for financial literacy programs with college athletic departments.
- Event Sponsorships: Sponsor specific games, tournaments, or playoff series at the local or regional level, such as a “Presenting Sponsor” for a college rivalry game or a local high school championship.
- Local Sports Leagues: Sponsor youth football, hockey, or baseball leagues to build goodwill and early brand recognition with families.
In-House Experience: Sports Marketing for Credit Unions
Our team at Marshall Advertising has a proven track record of helping credit unions connect with their communities through strategic, data-informed sports marketing campaigns. We’ve implemented integrated strategies that blend broadcast and digital media with high-impact event-focused out-of-home tactics like SkyTypers and airplane banners. Our expertise in leveraging team and event sponsorships consistently enhances brand visibility, drives member engagement, and generates year-over-year growth for credit unions by harnessing the powerful passion of sports fans.
By strategically combining these broadcast, digital, out-of-home, and partnership tactics, fall sports advertising for credit unions can truly score big, building lasting connections with passionate fans and driving meaningful growth.
