Byline Bank Sponsors CTA Soldier Field Express Route to Boost Brand Awareness Among Chicago Businesses
Byline Bank's sponsorship of Chicago's Soldier Field Express bus route aims to increase visibility and build trust with local businesses during a period of significant growth and economic uncertainty.
Byline Bank has launched a sponsorship of the Chicago Transit Authority's #128 Soldier Field Express bus route for the Bears' 2025-2026 season, marking a strategic move to increase brand recognition among Chicago's business community. The partnership comes as the Chicago-based community bank approaches the $10 billion milestone in growth and completes a brand refresh, seeking to compete with larger regional and national players.
Karmen Conrad, Senior Vice President and Head of Marketing at Byline Bank, explained that the sponsorship provides exclusive access to Bears fans who overlap with the bank's target audience of local business owners, entrepreneurs, and investors. Beyond game days, the Soldier Field Express buses will run on high-traffic Chicago routes throughout the season, giving Byline daily visibility across the city. This campaign reflects the bank's mission to support Chicagoland communities and businesses, emphasizing their connection to how the CTA moves through neighborhoods to keep Chicago running.
The sponsorship is designed to build awareness and familiarity, which Conrad identified as the first step in building trust with potential clients. Market research validated an opportunity to strengthen brand recognition, with the goal of making Byline a household name for businesses in Chicagoland. The bank aims to be the first institution businesses consider when needing financing support or a new banking partner, leveraging their community-based approach and personalized service.
Conrad highlighted the importance of personalized, community-based banking during uncertain or volatile times, noting that many customers realized the benefits of having a reliable contact during challenges like the COVID-19 pandemic. Byline's bankers, with decades of experience servicing Chicagoland, provide top-tier advisory support and guidance through market challenges. The bank's growth has been primarily organic, with a focus on supporting clients in Chicago despite opportunities for expansion beyond the city.
The creative process for the bus campaign involved collaboration among Byline's marketing team, including Sr. Manager of Brand Jeanette Socke, External Communications Manager Allison Roche, and Creative Design Manager Karen Castenson. Initial response to the campaign has been positive, with people already buzzing about seeing the brand break through in an impactful way. For more information, visit https://citybiz.com.