**

US Bank CMO Michael Lacorazza: Building Brand Loyalty Through Lacrosse Sponsorship & Targeted Marketing Strategies

The world of sports marketing is constantly evolving, with brands seeking innovative ways to connect with consumers. One intriguing strategy gaining traction is the targeted sponsorship of niche sports, offering a unique opportunity to build brand loyalty and reach highly engaged audiences. US Bank, a financial giant, is demonstrating this approach with its involvement in lacrosse, a sport experiencing significant growth in popularity. In a recent interview, US Bank's Chief Marketing Officer, Michael Lacorazza, shed light on the bank's strategic decision to connect with lacrosse fans and the marketing tactics employed to maximize their engagement.

Why Lacrosse? A Strategic Dive into Niche Sports Marketing

Lacrosse, often described as a fast-paced, high-skill sport, boasts a passionate and growing fanbase, particularly among young adults and families. This demographic aligns perfectly with US Bank's target market, making lacrosse an attractive platform for brand building. Lacorazza highlighted several key reasons behind US Bank's strategic investment in the sport:

• Untapped Market Potential: Unlike major sports like football and basketball, lacrosse offers a less saturated sponsorship landscape. This allows for greater brand visibility and a stronger return on investment (ROI).
• Highly Engaged Audience: Lacrosse fans are known for their intense loyalty and passionate engagement with the sport, making them an ideal target for long-term brand building. This translates into higher levels of brand recall and advocacy.
• Alignment with Brand Values: Lacorazza emphasizes the synergy between US Bank's values and the spirit of lacrosse. The sport embodies teamwork, discipline, and strategic thinking – all qualities the bank values in its employees and customers. This authentic connection fosters deeper consumer trust.
• Growing Viewership & Participation: The increasing popularity of lacrosse, both in terms of participation and viewership, presents a substantial opportunity for long-term brand growth and association with a sport on the rise. This strategic move positions US Bank as a forward-thinking brand.

Lacorazza's Marketing Masterclass: Connecting with Lacrosse Fans

US Bank's marketing efforts around lacrosse aren't simply about slapping a logo on a jersey. Lacorazza revealed a multi-faceted approach designed to cultivate meaningful connections with lacrosse enthusiasts:

• Experiential Marketing: US Bank is heavily involved in on-the-ground activations at lacrosse games and events, providing fans with unique experiences. This includes interactive booths, giveaways, and opportunities for fan engagement that build lasting memories associated with the brand.
• Digital Marketing & Social Media: Recognizing the importance of digital engagement, US Bank utilizes targeted social media campaigns, online advertising, and content marketing to reach lacrosse fans where they spend their time online. This includes influencer marketing collaborations with prominent lacrosse players and personalities.
• Community Engagement: US Bank isn't just focused on the professional level; they are supporting youth lacrosse programs and initiatives at the grassroots level. This demonstrates a commitment to the sport's long-term growth and strengthens ties within the lacrosse community.
• Data-Driven Insights: Lacorazza stressed the significance of data analytics in shaping their marketing strategies. By tracking engagement metrics and analyzing fan behavior, US Bank can refine its approach and optimize ROI. This data-driven approach ensures that marketing investments are targeted and effective.
• Content Marketing and Storytelling: US Bank is creating compelling content that resonates with lacrosse fans, such as behind-the-scenes features, player profiles, and stories celebrating the spirit of the sport. This helps build brand affinity through shared interests.

Measuring Success: ROI and Brand Equity in Lacrosse Sponsorship

The success of US Bank's lacrosse sponsorship isn't solely measured in immediate sales figures. Lacorazza highlights the importance of building brand equity and long-term loyalty:

• Brand Awareness and Recall: US Bank is tracking increases in brand awareness and recall among lacrosse fans through surveys and social media monitoring.
• Positive Brand Sentiment: The goal is to cultivate positive associations with the US Bank brand within the lacrosse community. This is monitored through social media listening and customer feedback.
• Lead Generation: The sponsorship is also contributing to lead generation through targeted digital marketing campaigns and on-site activations.

The long-term vision involves fostering a strong association between US Bank and the lacrosse community, turning fans into loyal customers. By focusing on building relationships and providing value to the community, US Bank aims to achieve a lasting positive impact on its brand image and business outcomes.

The Future of Niche Sports Marketing: A Case Study for Other Brands

US Bank's strategic approach to lacrosse sponsorship serves as a compelling case study for other brands looking to expand their marketing horizons. By targeting niche sports with passionate fanbases and deploying a data-driven marketing strategy, companies can build brand loyalty, achieve significant ROI, and unlock untapped market potential. Lacorazza's insights underline the importance of authentic engagement, community building, and creative marketing initiatives to succeed in the increasingly competitive world of sports sponsorship. The future of effective marketing might just lie in focusing on the passionate fans of less mainstream sports, like lacrosse. This innovative approach by US Bank shows that connecting with a niche audience can provide a significant return on investment, creating a winning strategy for the long term.