First Horizon Deepens Community Investment with Coliseum Naming Rights
Event summary
- First Horizon Bank finalized a multi-year naming rights partnership for Greensboro Coliseum, officially renaming it First Horizon Coliseum.
- The bank launched a 'First In' program offering expedited entry to cardholders for all ticketed events at the Coliseum.
- First Horizon is also the 'Official Bank' of the Greensboro Gargoyles, an ECHL expansion team affiliated with the Carolina Hurricanes.
- The partnership builds on a prior agreement from October 2024, marking First Horizon as the Coliseum's first-ever naming rights partner.
- First Horizon Bank reported $83.9 billion in assets as of December 31, 2025.
The big picture
This initiative represents a shift towards experiential marketing for First Horizon, leveraging local events to build brand affinity and drive customer engagement. While naming rights deals are common, the 'First In' program introduces a unique customer-centric element. The partnership underscores the importance of regional banks investing in community relationships to maintain relevance and market share in a competitive landscape.
What we're watching
- ROI Measurement
- The success of the 'First In' program will hinge on its ability to demonstrably drive card usage and customer loyalty, requiring careful tracking of redemption rates and customer feedback.
- Community Impact
- First Horizon's commitment to the Greensboro community could be a strategic differentiator, but the bank must ensure the partnership aligns with local values and avoids potential backlash.
- Expansion Strategy
- The Coliseum partnership may signal a broader strategy of First Horizon to increase brand visibility and customer acquisition through local sponsorships and community engagement initiatives in its 12-state footprint.
Related topics