Marcus Mariota’s bank account is expected to swell by more than $20 million once he signs an NFL contract with the Tennessee Titans.
Some of that money could find a home with First Hawaiian Bank, especially after the state’s largest bank was set to announce Friday it had signed a partnership with the Heisman Trophy winner.
First Hawaiian, which said Mariota and his family are longtime customers, plans to feature the former University of Oregon and Saint Louis School quarterback in print, television and online advertisements as part of the bank’s "It All Starts With Yes" branding campaign. The TV commercial was filmed Tuesday by Honolulu-based advertising agency MVNP, and is scheduled to air in mid-May along with online advertisements. The print ad campaign started Friday, the bank said.
"We share the same values, and that makes him a natural fit with First Hawaiian Bank," said Bob Harrison, chairman, president and CEO. "He’s very community-minded for a young man and demonstrated that not only here, but when he played at Oregon. That’s what led us to believe it would be a very good partnership."
First Hawaiian is the first company in the state to sign Mariota to endorse its brand. On the national level he already has deals with Nike, Subway and Beats by Dre headphones.
Mariota also has an autograph deal with GT Sports Marketing of Hawaii.
Harrison declined to disclose how much the bank was paying Mariota or the length of the deal.
However, an NFL agent who declined to be identified said Mariota could make $10 million a year from all his endorsements, with the lion’s share coming from Nike.
Carol Anne Dickson, a retired University of Hawaii professor of merchandising and marketing, said it’s difficult to determine how much business Mariota could attract to the bank because customers are reluctant to switch financial institutions.
"It might increase their customer base, but probably not more than 10 percent," she said. "People get attached to their bank and have a relationship with people at various branches. But First Hawaiian already has a good customer base, and if it expands by 10 percent, that’s a lot."
Harrison said the bank approached Mariota because of who he is and how he approaches life.
"It’s a very inspirational story that I think ties into not only the bank, but that it’s your choice and you can be the one to make it happen. He clearly set very high goals for himself and has achieved them so far. We’re very appreciative of his decision to partner with us."
Mariota said he appreciates First Hawaiian’s support of the community through its employee volunteerism and its contribution to charities.
"Once you say ‘yes’ to pursuing your dreams, you need to trust the process and battle through any adversity," he said in a statement. "Through this partnership with First Hawaiian Bank, I want to help inspire others to dream big and strive for greatness."
