Corporate Sponsorship as a Catalyst for Regional Banking Growth: Assessing First Horizon Bank's Strategic Return in the 2025 Nashville Half Marathon & 5K

Corporate sponsorships of community-driven events have emerged as a critical growth strategy for regional banks, blending brand visibility with tangible community impact. For First Horizon Bank, its renewed title sponsorship of the 2025 Nashville Half Marathon & 5K represents more than a financial commitment—it is a calculated move to reinforce its market presence, drive customer acquisition, and align with the values of a community it has long served. While the exact investment amount remains undisclosed, the strategic benefits of this partnership are evident in its alignment with the bank's broader goals of fostering trust, enhancing brand equity, and supporting local wellness initiatives First Horizon Bank Returns as Title Sponsor of the 2025 Nashville Half Marathon & 5K^[1].

Strategic Alignment and Community Impact

First Horizon's sponsorship of the Nashville Half Marathon is part of a long-standing partnership with Run Nash, an organization that promotes active lifestyles and community pride in Music City First Horizon Bank Returns as Title Sponsor of the 2025 Nashville Half Marathon & 5K^[1]. The event, which draws thousands of participants and spectators, offers the bank unparalleled visibility in a market it has strategically prioritized. By associating with an event that emphasizes health and wellness, First Horizon strengthens its reputation as a socially responsible institution. This aligns with the bank's broader community engagement strategy, which includes over $460 million in community development loans and investments in 2023 alone Community Engagement - First Horizon Bank^[2].

The sponsorship also leverages Nashville's cultural significance as a tourist destination. With race-day activities centered at First Horizon Park—a venue already bearing the bank's name—the event creates a seamless loop of brand reinforcement. According to a report by Bloomberg, such localized sponsorships enable regional banks to deepen emotional connections with residents while attracting out-of-town participants who may later become customers Emerging sponsorship trends among banking brands^[3].

Historical Precedents and Measurable Outcomes

First Horizon's sponsorship playbook extends beyond marathons. Its “Let's Find a Way” campaign, which highlights client success stories through video storytelling, has been recognized with eight marketing industry awards and demonstrated measurable ROI. For instance, the campaign drove quarter-over-quarter increases in media impressions and clicks, particularly in newly acquired markets like Atlanta and Miami First Horizon's Brand Campaign Clinches 8 Coveted Marketing Industry Awards^[4]. Similarly, the bank's partnership with Fifth + Broadway in Nashville combined multi-channel marketing with localized engagement, showcasing how sponsorships can serve as “full-funnel” tools for both awareness and lead generation On the Horizon: A Regional Bank’s Approach to Partnerships^[5].

These initiatives reflect a broader trend: regional banks increasingly use sponsorships to differentiate themselves in a competitive landscape. A 2025 study by SponsorUnited found that 72% of consumers are more likely to trust brands that sponsor community-focused events, with 18% reporting higher purchase intent as a result 51 Sponsorship Statistics for 2025^[6]. For First Horizon, this translates to a dual benefit—enhancing brand loyalty among existing customers while attracting new ones who value corporate social responsibility.

Quantifying the Return on Investment

While specific ROI metrics for the 2025 Nashville Half Marathon sponsorship are not yet available, historical data from similar initiatives provides a benchmark. For example, the 2024 race saw record-breaking participation, with over 4,000 runners and $50,000 raised for the American Cancer Society's DetermiNation Team Nashville 1/2, Marathon & 6.15K Presented by First Horizon Has Record-Breaking Year^[7]. Such outcomes amplify brand visibility through media coverage and social media engagement, both of which are critical for regional banks seeking to expand their digital footprint.

Moreover, the bank's use of AI-driven tools and digital transformation—such as targeted online advertising and client-centric educational resources—ensures that sponsorships are not one-off expenditures but integrated components of a data-driven growth strategy First Horizon Spotlight: How One Regional Bank is Leveraging AI in the Era^[8]. This approach allows First Horizon to track the effectiveness of its investments in real time, refining tactics to maximize returns.

Broader Implications for Regional Banking

First Horizon's model underscores a shift in regional banking: success now hinges not just on financial products but on cultural resonance. By investing in events that celebrate community values, the bank positions itself as a trusted partner rather than a distant institution. This is particularly vital in markets like Nashville, where local identity is a key driver of consumer behavior.

For investors, the sponsorship signals confidence in First Horizon's ability to balance profitability with purpose. The bank's 10.29% ROI in Q2 2025—a figure that reflects its overall financial health—suggests that its community-focused strategies are not at odds with shareholder value but complementary to it First Horizon Return on Investment 2010-2025^[9].

Conclusion

First Horizon Bank's title sponsorship of the 2025 Nashville Half Marathon & 5K is a masterclass in strategic corporate philanthropy. By aligning with an event that embodies community engagement and wellness, the bank amplifies its brand visibility, fosters customer trust, and reinforces its commitment to regional growth. While the financial outlay remains undisclosed, the long-term returns—measured in brand equity, customer acquisition, and market expansion—are already evident in the bank's historical successes. For regional banks navigating an increasingly competitive landscape, First Horizon's approach offers a blueprint for leveraging sponsorships as both a financial and social investment.