- 6/23/2025
Michael Lacorazza, the CMO at US Bank, talks about the power of sports collaborations and its recent lacrosse partnership.
Category
😹
FunTranscript
00:00The power of sports is that their fans have a very deep emotional connection.
00:09We just launched a new partnership with the Professional Lacrosse League, or PLL,
00:15and we are the official bank and wealth management sponsor of the league.
00:20But it's more than that, we're also their bank.
00:22Well, the reason why lacrosse was so powerful for us is it's a sport that's growing rapidly.
00:27The PLL has grown its fan base 3x over the last five years.
00:33They now have 48 million fans in the U.S. and 4 million youth lacrosse players.
00:40And the league's at this amazing inflection point where we believe that the growth is about to explode even further.
00:46Every sponsorship decision, media decision we make is audience-led.
00:50The fan base that they've attracted is an audience that we want to connect with.
00:54We took about 12 months of discussion with the PLL to land where we did.
01:01And it wasn't because either one of us wasn't interested in working together or it was difficult.
01:05We started with, how can we help you?
01:07How can we help you grow versus what can you give us?
01:11And both parties were in that same kind of mental model.
01:16We're operating in that same sort of mental model.
01:17And so what we ultimately constructed just felt so right for both the organizations.
01:23And if you think about how media consumption behavior has changed so much with the introduction of all the streaming services,
01:31there's no more of this sort of appointment television broadcast type of thing, right?
01:35So except for maybe in sports because people want to watch the action live.
01:39They want to be a part of it.
01:40And so it's a way of being involved right in the moment live.
01:47We do sponsor a number of different teams.
01:49So, you know, for example, the Minnesota Timberwolves, the Los Angeles Clippers in basketball.
01:54We're also with the Minnesota Vikings as well as the stadium in Minneapolis, San Francisco 49ers, San Diego Padres, to name a few.
02:04So we've been involved with sports and the business of sports for quite some time.
02:09So we've been involved with sports and the Minnesota Vikings, San Francisco 49ers, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego, San Diego,