Christopher Piotrowski, executive vice president and chief marketing officer

For decades, partnering with the most successful sports teams and hiring the latest superstar athlete has allowed brands to connect with their consumers on a figurative field that is both near and dear to their hearts.

Where do you begin? First, know what you want to achieve. For years, my company, Associated Bank, a leading Midwest bank, has enjoyed promotional partnerships with the Green Bay Packers and its revered quarterback, Aaron Rodgers. But last season we wanted to shake things up with the goal of fueling new customer acquisitions, deepening existing customer relationships, and raising the favorability–not just awareness–of our brand. We learned a lot along the way.

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