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BB&T, SunTrust Working on Central Brand

SunTrust Park

As part of a pending merger, BB&T and SunTrust are working with Interbrand to create a central identity that could soon be applied to several ballparks.

In February, it was revealed that financial institutions SunTrust and BB&T Corp. plan to mergewhich would result in the combined companies operating under a yet-to-be-announced central identity. These plans carry some significance in the baseball world, as both companies are partners in active ballpark naming-rights agreements. The most prominent in the group belongs to SunTrust, which serves as the naming-rights partner for SunTrust Park–home of the Atlanta Braves since its 2017 opening.

BB&T, meanwhile, is a major player in ballpark naming rights at the affiliated Minor League Baseball and independent levels. Among the facilities that feature its branding include BB&T Ballpark moniker used for the homes of the Winston-Salem Dash (High A; Carolina League) and Charlotte Knights (Class AAA; International League), BB&T Ballpark at Historic Bowman Field for the Williamsport Crosscutters (Short Season A; NY-Penn League), and the High Point Rockers’ (independent; Atlantic League) upcoming BB&T Pointwhich will host its first game on May 2.

The pending merger and subsequent rebranding for BB&T and SunTrust are not immediate propositions, but the firms are now at work with the global marketing firm Interbrand to create a central identity. Once all of the plans are finalized, the new brand could be displayed at several ballparks in the relatively near future. More from the Winston-Salem Journal:

The name and brand changes are expected to be announced before the closing of the deal.

Considering the two super-regional banks are collectively more than 275 years old, it could be as pivotal a decision as any integration step they take between now and their potential merger in the fourth quarter or early 2020.

BB&T and SunTrust said Interbrand will assist the banks in developing a brand “that embodies the bold and transformational nature of the new company — a brand born in the digital age yet at scale.”

This task force will integrate both employees and clients into the process of articulating an identity that reflects the best of both companies and exemplifies how they will serve their clients as the financial institution of the future, Interbrand NY said.

As the most prominent among SunTrust/BB&T-branded ballparks, SunTrust Park would most likely attract the most attention during the process of revealing a rebranded identity. Given the role that both institutions have in ballpark naming rights, however, the implications will stretch well beyond the home of the Braves.

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