Consumers today rarely get excited about basic point-accrual programs or standard logo placements on a stadium wall. In a market overflowing with options and subscription fatigue, traditional transactional loyalty is no longer enough.
Discounts might motivate a quick purchase, but as we explored in our recent post on solving customer pain points through partnerships, true Brand Devotion comes from helping customers overcome real friction in their daily lives.
To build that kind of lasting connection, modern brand partnerships need to aspire beyond reaching new customers. When brands team up to offer practical utility—to support daily routines, simplify a frustrating experience, or even celebrate real customers—they give people a reason to stay loyal for the long haul.
Here are a few examples of how leading brands are putting this idea into practice.
Celebrating customers and supporting daily operations
Devotion takes root when a partnership proves a brand deeply understands how its core customers live and work. Instead of trying to appeal to everyone, companies can build far stronger relationships by celebrating a community.
Carhartt x Buffalo Bills
Carhartt’s partnership with the NFL’s Buffalo Bills for the brand-new Highmark Stadium rejected the standard sports-marketing playbook.
Rather than filling the venue with logos, Carhartt launched the “Making Football Possible” campaign, an installment of its larger “Made Possible” brand initiative. The campaign focuses on the skilled workers who physically built the stadium.
Carhartt printed the names of the 5,900 tradespeople on rally towels given to the first 20,000 fans at the first pre-season game, put up a local billboard thanking the workers, and published content featuring NFL players alongside actual site workers. The brand also connected the project to a broader purpose—tackling the national trade worker shortage by guiding viewers to its Join the Trades educational hub.
The brand honored its core working-class audience on a national stage rather than chasing casual fashion trends. That choice paid off for Carhartt. Brand demand grew 20% above estimates, proving that celebrating your audience’s identity builds an emotional connection that delivers real business results.
The Home Depot Pro Xtra expansion
Taking a complementary approach with trade professionals, The Home Depot expanded its Pro Xtra loyalty program by developing a partnership strategy that seamlessly fits into Pros’ everyday workflow.
Contractors need more than building materials, so The Home Depot focused on a slate of practical partnerships: 7-Eleven for fuel savings, Jimmy John’s for quick meals, Tecovas for job-site boots, and Rosie’s AI for call-answering services.
The Home Depot is using Pro Xtra partnerships to address everyday operational challenges, demonstrating an understanding of their community’s business needs and deepening Brand Devotion.
Using big sponsorships to ease friction
Stadium naming rights and league deals can easily feel corporate and abstract to the average sports fan. But brands can turn major marketing investments into individual loyalty drivers by translating high-visibility sponsorships into everyday perks for their customers.
Capital One Arena
Let’s be honest, stadium naming rights are a play for corporate visibility, but they can also provide appealing, loyalty-fueling benefits.
If you’ve ever huddled against a cold wind while waiting in a long security line outside a stadium, you know how frustrating event entry can be. When Capital One extended its naming rights deal for Capital One Arena in Washington, D.C., the bank announced an exclusive benefit for its customers. Starting in fall 2027, all Capital One cardholders will be able to access a dedicated door, smoothing their entrance to any of the 250-plus annual events at the venue.
That means whether you’re heading to a high-profile concert or Capitals, Mystics, or Wizards game, flashing your Capital One card gets you through a dedicated line and into the arena faster.
By reducing the headache of entry, Capital One gives existing cardholders a reason to keep the card in their wallet and tempts fans waiting in the main line to consider applying for one.
Strategic takeaways for loyalty marketers
If you’re looking to revitalize your partnership strategy, build stronger customer advocacy, or both, keep these three principles in mind:
- Map your customers’ full day
- Prioritize your core audience
- Turn high-visibility deals into convenience
Look beyond your immediate category to identify where your customers run into delays, unexpected costs, or operational friction. Find partners who can address those problems.
Don’t dilute your brand message to catch the roving eyes of casual buyers. Design strategic partnerships that deepen trust with your dedicated customers.
If your company invests in major sports or entertainment properties, build tangible perks directly into the customer experience. Offer fast-track access, time savings, or other useful benefits instead of relying solely on signage.
Customer devotion is often earned when things aren’t just business as usual. This durable, reciprocal form of loyalty can emerge when brands work together to show their customers: We see what you juggle every day, and we’re here to make it easier.
By moving beyond prominent logo placements, cross-audience messaging, and standard discounts, carefully designed strategic partnerships transcend transactions to achieve lasting advocacy.
More insights from our Partnership Spotlight series:
Start with a Problem Worth Solving
The Shop-in-Shop Experience
Wellness for the Win
Tag Into Women’s Sports
Amy Farsht is VP, Strategy & Partnerships, at The Lacek Group, where we’ve been perfecting the art and algorithms of Brand Devotion for more than 30 years. We help world-class brands identify their highest-potential customers, engage them across channels throughout their lifecycles, personalize each relationship for optimal long-term results, and measure the true effectiveness of those efforts. The Lacek Group is a WPP Enterprise Solutions company.
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