ANAHEIM, Calif.–(BUSINESS WIRE)–Bank of America, the Official Bank of Major League Baseball, today announced it will debut a new television commercial during the 2010 Major League Baseball® All-Star Game on Tuesday, July 13, at 8 p.m. EDT on FOX, celebrating the company’s long-standing commitment to America’s national pastime and how the game provides opportunities to bring individuals and communities together. This is the first time in three years that Bank of America has introduced new baseball-themed creative during the Midsummer Classic.
“We’re proud that Bank of America shares our values, and this new ad is a touching reminder of everything that baseball means to us all.”
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The 30-second TV spot is entitled, “Stitching,” and was designed by agency partner Hill Holliday. With imagery of a baseball being sewn together as a metaphor for how the game is deeply woven into the fabric of our national culture, the spot’s voiceover describes how “for well over a century now, baseball has been helping bond parents and children, unite communities, close generation gaps, overcome language barriers, seal friendships, patch up differences, and instill civic pride.”
“The story of baseball is an important part of our American culture and our country’s passion for it exemplifies our collective and enduring optimistic spirit and sense of community,” said Meredith Verdone, Brand, Advertising, Research and Sponsorship executive, Bank of America. “We understand and share these deeply rooted American-held values through our sponsorship of Major League Baseball, and our new TV ad serves as a reminder that these values make us stronger as a nation.”
In addition to the new TV spot and in demonstration of how baseball unites communities, Bank of America is leveraging its sponsorship of the MLB All-Star Game to deploy more than 250 associate volunteers to assist in baseball-themed community events benefitting organizations such as Little League Challenger Division and Rebuilding Together in and around Orange County, which ties to MLB’s overall theme of “Going Beyond” and giving back to the community.
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Those hours are part of the company’s previously announced “Million Hour Challenge,” a pledge by the company’s more than 280,000 associates around the world to donate one million volunteer hours by the end of 2010.
“Major League Baseball is committed to giving back to the community and celebrating baseball’s unique place in the fabric of society and in the lives of our fans,” said Tim Brosnan, executive vice president, Business, Major League Baseball. “We’re proud that Bank of America shares our values, and this new ad is a touching reminder of everything that baseball means to us all.”
Bank of America’s history with baseball dates back to the late 1880s, when the bank first sponsored employee baseball teams in Washington, D.C., and in the ensuing years in Massachusetts, Illinois, California, and other states. That heritage of support for baseball continued at Bank of America for more than 100 years through sponsorships, promotions, advertising, charitable donations and other programming that has been preserved in photographs and items in the company’s archives.
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Today, Bank of America is the Official Bank of Major League Baseball, and a proud sponsor of the Atlanta Braves, Baltimore Orioles, Boston Red Sox, Chicago Cubs, Los Angeles Dodgers, New York Yankees, San Diego Padres, San Francisco Giants and St. Louis Cardinals, along with dozens of Minor League™ clubs. Bank of America is also recognized as a leading financial advisor across the global sports landscape, and our Sports Finance and Advisory Team helps owners, leagues and franchises address their full range of financial needs.
View the new Bank of America TV ad here: http://media.corporate-ir.net/media_files/irol/23/234503/071210_GOODE_BAC_MLBAllStarGame.wmv
Bank of America
Bank of America is one of the world’s largest financial institutions, serving individual consumers, small- and middle-market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk management products and services. The company provides unmatched convenience in the United States, serving approximately 58 million consumer and small business relationships with more than 5,900 retail banking offices, more than 18,000 ATMs and award-winning online banking with nearly 30 million active users. Bank of America is among the world’s leading wealth management companies and is a global leader in corporate and investment banking and trading across a broad range of asset classes, serving corporations, governments, institutions and individuals around the world. Bank of America offers industry-leading support to approximately 4 million small business owners through a suite of innovative, easy-to-use online products and services. The company serves clients in more than 150 countries. Bank of America Corporation stock (NYSE: BAC) is a component of the Dow Jones Industrial Average and is listed on the New York Stock Exchange.
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