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Knocking it out of the park with credit card co-branding

The situation

Bread Financial enlisted Pathfinders to launch a new co-branded Mastercard card for New York Yankees fans. This high-profile launch included new card designs, card carriers, Yankee Stadium signage, social media, and more. Pathfinders was also tasked with naming the exclusive rewards program.

The solution

Research showed that the Yankees sell more merchandise than any other major league team, so one of our card designs highlighted a photograph of the iconic stitched interlocking “NY” logo on an official dark navy cap linking its storied past and present-day team. Shortly before the opening of the 2023 MLB season, Bread Financial launched the New York Yankees Mastercard Pinstripe Rewards card and program; the pinstripes are a nod to the world-famous pattern virtually all Yankees teams have shared.

And the crowd goes wild

By integrating legacy and fan-based research in the process of designing, naming, and launching the initiative, we merged recognizable Yankee’s uniform iconography, fan nostalgia, and card color theory. The result: the New York Yankees-specific card rewards and benefits was a grand slam. In addition to the co-branding creative, Pathfinders also developed launch collateral. The stunning Yankee Stadium signage in the outfield delighted fans, both in the stadium and watching tv or online, on the 2023 MLB opening day game. In-stadium fans could scan QR codes to apply for the card quickly and easily. Once approved, they could immediately begin using the card to earn rewards at the game.

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