Sponsorship & Marketing

JPMorgan Chase takes on Inter Miami stadium sponsorship

Featured image credit: Inter Miami CF

US financial services company JPMorgan Chase has broadened its stadium naming rights portfolio by becoming the new partner for the temporary home of Major League Soccer (MLS) franchise Inter Miami CF.

The 21,500-seat venue in Fort Lauderdale will be renamed Chase Stadium under an initial two-year deal. The facility has been known as DRV PNK Stadium since April 2021 under a stadium naming rights deal with automotive retailer AutoNation intended to highlight the fight against cancer.

Chase already holds naming rights to Chase Center, home of the NBA’s Golden State Warriors; and Chase Field, which houses MLB’s Arizona Diamondbacks; but its deal with Inter Miami is its first in professional football.

Inter Miami CF chief business officer, Xavier Asensi, said: “We could not have envisioned a more fitting new main partner, as we look forward to chasing our dreams at Chase Stadium in 2024 and beyond.

“When it comes to partnerships, we believe in quality, and we are thrilled to kick off an exciting campaign ahead alongside an impactful partner like Chase.”

Chase will have a visible presence throughout the stadium with major signage on the interior and exterior. Inter Miami will also introduce the J.P. Morgan Suite Level and VIP Entrance, and showcase the company’s brands on key visuals with LEDs and other stadium signage.

The relationship yields benefits for Chase debit and credit card clients, including Chase Sapphire, Chase Freedom and Ink Business. These include an exclusive entrance to enter Chase Stadium on matchday via the Chase Fast Lane; and special promotions including presale ticket access, preferred seating opportunities and discounts on merchandise and food concessions located at Chase Stadium.

JPMorgan Chase has nearly 3,000 employees in South Florida and more than 14,000 Florida-wide. Chase, the firm’s U.S. consumer and commercial banking business, serves more than 300,000 small business clients and 1.7 million consumers locally through its more than 175 branches in South Florida.

“Inter Miami CF and JPMorgan Chase are two global brands that share a common goal of uniting communities and people around the world,” said Daniel Pinto, president and chief operating officer of JPMorgan Chase.

“We not only do business throughout Miami and South Florida, the region is home to many of our employees, customers and community partners. Having grown up in Argentina, I have long been an admirer of how this sport can lift up a city economically and culturally, and we’re excited to play an even bigger role in the region’s vibrant economic growth.”

Going forward, the two organisations will collaborate on methods designed to build thriving communities and drive sustainable impact across the region.

“Inter Miami CF has become one of the most recognisable and innovative brands in sports, and they have developed and executed a vision for on and off the field excellence,” said Carla Hassan, chief marketing officer of JPMorgan Chase.

“Their fans are passionate, committed, and proud that Inter Miami CF represents the unique and diverse identity of the area. JPMorgan Chase wants to be a part of this journey, reflecting our long-standing presence serving the people of Miami and South Florida at all levels. Together, our two brands will work to lift and inspire our shared community.”

Earlier this year, Inter Miami detailed plans to increase the capacity at Chase Stadium to its current level due to “unprecedented demand” as Lionel Messi prepares for his first full season in the US.

It is currently unclear whether Chase’s deal will extend to cover the new stadium the club is developing in Miami. Inter Miami announced in August that construction had finally commenced on Miami Freedom Park, a wide-ranging entertainment district that will be anchored by a new 25,000-seat stadium.

The privately-funded Miami Freedom Park, which will span 131 acres, will also include a 58-acre public park and is slated to open in 2025.