How Team M&T Redefined Winning
M&T Bank partnered with Parity to launch its first roster which included a slate of professional women athlete ambassadors. The inaugural group for Team M&T (including Emily Sonnett (NWSL and Team USA Gold Medal Soccer), Noelle Lambert (Team USA Paralympian), and Lois Cook(Pro Tackle Football Wide Receiver, DC Divas)) was introduced publicly at NY Advertising Week during a panel at the The Female Quotient Lounge.
This initiative marked a deliberate shift away from traditional sponsorship metrics toward a model focused on long-term community connection and prioritizing brand values. M&T Bank and creative agency Crowley Webb hosted a series of production days, where high-quality content and athlete-led storytelling took center stage. Posts from the athletes and on brand channels have garnered millions of views and consistently high engagement rates.
By engaging these athletes as ongoing ambassadors rather than for a single campaign, M&T Bank was able to establish a sustained presence across multiple professional sports in multiple markets and continues to communicate its values through credible, living representatives.
Featured Campaign Content
Noelle Lambert, Para Track and Field
Emily Sonnett, Soccer
Lois Cook, Pro Tackle Football
Emily Sonnett, Soccer
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