BofA to be lead sponsor of Bon Jovi concert in Central Park

Do Bank of America, Bon Jovi and baseball share anything more than being spelled with the same initial consonant?

We’ll find out soon, because “Bank,” as the increasingly ubiquitous brand is known around the industry, has purchased lead sponsorship to Bon Jovi’s July 12 concert in Central Park for $1.2 million. The concert is being packaged by MLB as part of the festivities surrounding the July 15 MLB All-Star Game in New York.

Distribution of thousands of tickets to the free show will be used to attract new customers, induce more activity from existing account holders, and generally build traffic at BofA’s more than 350 New York City locations. The sponsorship complements BofA’s MLB league deal and 10 MLB team sponsorships, along with more than 50 minor league clubs and Little League Baseball.

Bon Jovi has more of a football association, since the group played in Times Square for the NFL’s season-opening celebration in 2002 and Jon Bon Jovi himself is part owner of the AFL Philadelphia Soul. However, Bon Jovi did some promos last season for TBS, touting the network’s postseason MLB offerings, with a song from what then was the band’s latest release.

While Octagon is BofA’s sports marketing agency of record, sources tell us this particular deal was made directly by MLB and Ray Bednar, BofA’s senior vice president and global sponsorship executive. That leaves Octagon to activate the deal.

We’re also told MLB sponsors Pepsi and Taco Bell will have smaller parts in promoting the concert.


Bon Jovi’s July 12 concert is part
of the festivities around the MLB
All-Star Game in New York.