Citizens Bank Park

Citizens Bank, new to the Philadelphia region, bought the naming rights to the Philadelphia Phillies’ new ballpark in an effort to associate itself with the equity of the well-known Phillies brand. The Phillies and Citizens Bank approached 4040 Agency in need of a co-branded identity for the new ballpark. Citizens Bank had acquired the rights to the park’s name, but the bank also needed to adopt the existing equity of the Phillies brand. It wanted to fully integrate its message into visitors’ ballpark experiences.