Santander Bank
Fueling Game Day Excitement.
A case study in designing a multi-channel brand sponsorship campaign for the Santander and Philadelphia Eagles partnership.
Santander x Eagles
HE CHALLENGE:
Business Goal: To activate and maximize the value of Santander's major brand sponsorship with the Philadelphia Eagles, driving fan engagement and reinforcing Santander's connection to the local community.
Brand Challenge: The creative needed to seamlessly and authentically merge two powerful but very different brands: the professional, secure identity of a global bank and the passionate, high-energy identity of an NFL team.
Execution Challenge: The campaign required a wide variety of assets across multiple channels, including print ads for the official Eagles Yearbook, in-stadium promotions, and digital content, all while maintaining strict brand consistency for both partners.
THE STRATEGIC APPROACH:
My Core Strategy: As the brand lead for the partnership, my strategy was to seamlessly merge the two distinct brands under a core concept of "shared energy."
Why this was the right approach: This created an authentic connection that resonated with fans, avoiding a purely corporate look that would have felt out of place and been ignored during the excitement of game day.
The Creative Execution: I executed this vision by pairing the Eagles' dynamic photography with Santander's clean brand elements across high-impact yearbook spreads and key in-stadium promotions.
THE OUTCOME:
The Qualitative Result: The campaign successfully and authentically blended the Santander and Philadelphia Eagles brands, creating a suite of promotional materials that felt exciting for fans and professional for the bank.
The Business Impact: The high-quality creative work strengthened Santander's brand presence in the Philadelphia market, effectively activating their multi-million dollar sponsorship. The engaging designs helped connect the bank with a passionate fan base, fostering community goodwill and increasing brand visibility in a key growth region.
