By Barry Janoff
March 17, 2015: BBVA Compass continues to enhance its official partnership with the NBA with the release of BBVA Compass NBA American Express Card
The can be personalized with customers’ favorite team logos and is the first credit card to bear the global NBA brand, according to BBVA Compass.
BBVA Compass' parent company, BBVA Group, signed a multi-year deal with the NBA in 2010 to become the league's official bank, a category entitlement that also includes the WNBA and the NBA D-League.
The BBVA Compass NBA American Express Card, which was teased during NBA All-Star Game events in New York in February, officially launches this week with a multi-media campaign anchored by national spots with Kevin Durant (Oklahoma City Thunder) and James Harden (Houston Rockets) and regional spots with Chandler Parsons (Dallas Mavericks) and Kawhi Leonard (San Antonio Spurs).
Support includes Internet, social media, on-site within NBA arenas and within BBVA Compass banks.
“We have worked closely with BBVA Compass to develop an exciting product that allows basketball fans to celebrate their love for the game and their favorite NBA team,” William Stredwick, American Express svp-Global Network Partnerships, North America, said in a statement. “By earning rewards for NBA purchases, as well as everyday ones, loyal fans will be rewarded with a range of savings, access and truly extraordinary experiences provided by both BBVA Compass and American Express.”
Among the card’s exclusive benefits is the NBA TripleDouble Rewards Program, which lets customers earn points redeemable for statement credits, NBA merchandise and exclusive NBA experiences from BBVA Compass and American Express.
Card-holders also have an opportunity to gain double points for transactions at gas stations and supermarkets, triple points for qualifying NBA-related purchases and five times the points for card uses coinciding with jewel events such as the NBA All-Star Gamer and the NBA Finals. (Details here.)
According to Jennifer Dominiquini, chief marketing and client experience officer for BBVA Compass, “NBA fans can express their team affinity each time they make a purchase with the card. And by using it during the upcoming NBA Finals, they get five times the points, accumulating rewards points even quicker.”
Among other league-related activations, the financial firm is title sponsor of the BBVA Compass Rising Stars Challenge game and was the presenting sponsor of the fan fest NBA House in New York during All-Star Game weekend in New York last month.
Separately, Houston-headquartered BBVA Compass has signed Giles Barnes forward for the MLS Houston Dynamo, as its newest brand ambassador. The Dynamo plays in BBVA Compass Stadium.
“To develop the campaign, we integrated feedback from NBA fans,” said Dominiquini. “Their insights were critical in helping us develop marketing elements, like the final commercial spots, to appeal to potential card customers. We also used social listening platforms to identify the key rewards that have the greatest appeal to fans.”
BBVA Compass-NBA Renew, Extend Alliance
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