Here is another example of where the worlds of sports and wealth management cross over.

Dynasty Financial Partners is sponsoring the Del Mar horse racing track in San Diego, California – an example of how wealth management firms associate with sports to raise brand awareness and connect with clients. 

The firm is making the sponsorship through its affiliate, Dynasty Wealth Management, LLC. The financial size of the sponsorship deal was not disclosed.

The move is also a way for Dynasty to raise its profile in the southern California market with its large population of HNW individuals.

“A day at the Del Mar racetrack is a special experience that attracts fans from around the world,” Dynasty’s founder and CEO Shirl Penney, said. “Our sponsorship will offer our employees, and our network partners and their clients a unique opportunity to embrace the rich tradition of horse racing at a venue that is unmatched.”

The Winners Circle of Del Mar will be branded the “Dynasty Winners Circle” for the 2024-2025 season. 

Other Dynasty sports sponsorships have included support for the professional and charitable work of pickleball champion Anna Leigh Waters, and a project with Julio Rodriguez, Major League Baseball’s Rookie of the Year in 2022. Dynasty has also sponsored motor racing driver Sebastien Bourdais.

The “brand value” of sponsorship is difficult to measure, but some of the sums involved suggest that firms clearly think it’s worth it. According to a 2023 report from GlobalData, there are 1,385 deals between sports rights' holders and the financial services (FS)-payment sector, with these deals estimated as having an annual worth of about $2.5 billion. (The FS classification doesn’t necessarily include private banking, so the size is undoubtedly larger.) FS firms and brands identified in the report include MasterCard; Visa; PNC Financial Services; Caixa Bank; Bank of America; American Express; HSBC; Santander; Credit Agricole, and Citigroup. 

In January 2023, iCapital, the New York-based fintech platform operating in the alternative asset class space, inked a four-year ambassador partnership with Cameron Young, the 2021-22 PGA Tour “Rookie of the Year."