BNY Mellon Extends Sports Sponsorship Deal

Editorial Staff

9 May 2018

BNY Mellon has extended its sponsorship deal with a 53-year-old regatta held on the Charles River in eastern Massachusetts, adding another example of how financial firms support sporting events as part of their branding. The partnership runs for five years.

The US financial services firm is continuing its presenting sponsor and official investment and wealth management sponsor role with The Head Of The Charles River Regatta, an event dating back to 1965.
The regatta is one of the world’s most renowned rowing competitions, hosting events for local and international rowers, including Juniors, Olympians, Para and Masters athletes.

BNY Mellon has been the exclusive presenting sponsor of the Head Of The Charles Regatta since 2013.

The Head Of The Charles Regatta is free to the public and accessible to view from any bridge or shoreline along the three-mile Charles River course. The event typically attracts more than 11,000 athletes and is headquartered at the Cambridge Boat Club, MA.

A number of banking and wealth management firms worldwide sponsor sports stars and events. Earlier this year, for example, Citi Private Bank said it will sponsor Formula 1 legend Fernando Alonso for his debut appearance in the Rolex 24 at Daytona, Florida. Ohio-based Key Private Bank has agreed a deal to become the official wealth management partner with NHL team Buffalo Sabres, to give another example.