The company took a significant step of changing the name of the bank to BBVA

Compass. The changed name of the company was not recognizable to the past
extent, for increasing the brand awareness of the company, the decision was
taken for signing a sponsoring agreement of a multiyear NBA and ESPN. This
decision was of sheer credibility and authenticity as these signing would
definitely and directly affect the level of brand awareness for the company. It
also enhances the overall commitment to sports in line with its already existing
partnership with La Liga-Spains top professional soccer league, which fully
identifies the bank with the values of passion, teamwork, and fair play inherent
in both sports.
BBVA advertisements being advertised or aired between the prime time slots all
over the US would significantly affect the brand awareness levels for the bank.
Marketing activities of such nature are credible and are fruitful for the
organization in the long run.