M&T Bank Pan-Mass Challenge
In 2022, M&T Bank became the Co-Presenting Sponsor of the Pan-Mass Challenge, a Massachusetts-based bike-a-thon that raises more money for charity than any other single athletic fundraising event in the country.
The partnership would introduce M&T Bank to a new market (previously held by the acquired People’s United Bank) and provide a significant opportunity to support the community and energize local employees.
Brand Activation: Onsite Engagement
HS&E concepted and produced a large-scale activation at the event focused on rest and recovery from riders. With the largest sponsor footprint, M&T Bank not only stood out, but also offered a distinct utility to riders providing everything they would need to relax and recharge from charging stations to guided yoga and stretching.
The activation also hosted M&T Bank’s team of riders participating in the event.
Showing Value and Results
In its first year as co-presenting sponsor, M&T Bank saw strong results with attendance, interaction and participant recall. 71% of those surveyed recalled their time with M&T Bank. Additionally, over $50,000 were raised by M&T Bank’s riding team and colleagues.