Financial services giant Citibank North America has stepped up the ante for market share, name and brand recognition along the USA's eastern seaboard. As the country's largest financial institution these announcements have industry implications and strengthen the trend of corporate involvement in high profile naming opportunities in the non-profit sector.

In what should be seen as one of the boldest moves of acquiring naming rights, Citibank just announced two blockbuster agreements on November 9th and 10th.

The first deal involves the Wang Center for the Performing Arts in Boston for about $36 million. The fifteen year agreement should be seen as more than just a giant load of cash landing on the doorsteps of the non-profit arts group.

The next day on November 10th, the multi-national banker / financial services giant, closed a deal to re-name Shea Stadium in New York, home of the baseball playing New York Mets. An official announcement pegged that deal to be close to $20 million.

But look at the way it plays out on the corporate stage. On the Citibank web site the announcement about the naming deal with the professional baseball team is labeled as a Strategic Sponsorship.

While the very next story in the Citibank news archives lists the naming rights agreement for the Wang Center under the title of, "Supporting our Community". Isn't that interesting?

Why is one thought of as a strategic decision that suits the corporate mandate and the other a gesture of goodwill?

The naming rights deal in Boston sends $36 million to the Wang Center and just $20 million and change to the New York Mets to name the stadium. Almost twice the dollar amount yet the press release from the corporate office downplays the deal to the non-profit group.

According to Boston Mayor Thomas Mennino the involvement of Citibank will provide a needed boost to the city's theater district. Survey results suggest that the arts community brings in over $6 million in tourism dollars to the area every year.Bud light customer service