UBS Brings TV Sports Closer To Life
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CEO Ralph Hamers wants banking services to be more like Netflix. Now the bank is sponsoring a mini-series that fits with UBS’ private banking plans.
On November 14, the television mini-series Front Office starts on Players TV channel and – as its says in its title – will be presented by UBS. Switzerland’s biggest bank paid a seven-figure sum for a multi-year sponsorship agreement with the producer Players Media.
The mini-series revolves around top American athletes discussing business ideas with their fans. The show uses a similar format to The Lion’s Den.
The series will feature among others, NBA basketball Phoenix Suns player Chris Paul. A year ago, UBS launched a client segment of athletes and entertainers in the U.S.
It hired former professional football player Adewale Ogunleye (pictured below) to head the unit. Ogunleye, who has an MBA from George Washington University, reports to local private banking chief Jason Chandler.
Questions & Answers
Q.What is the main goal behind UBS's new mini-series sponsorship?
What is the main goal behind UBS's new mini-series sponsorship?
The CEO wants banking services to be more like Netflix. The sponsorship fits with UBS's private banking plans, aiming to align with this vision and connect with a specific audience segment.
Q.Which specific client segment is UBS targeting with initiatives like this mini-series?
Which specific client segment is UBS targeting with initiatives like this mini-series?
UBS launched a client segment for athletes and entertainers in the U.S. A year ago. This mini-series, featuring top American athletes, appears to directly target this specific group.
Q.Who is responsible for leading UBS's unit focused on athletes and entertainers?
Who is responsible for leading UBS's unit focused on athletes and entertainers?
Former professional football player Adewale Ogunleye was hired to head the unit for athletes and entertainers. He reports directly to the local private banking chief, Jason Chandler.
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