CEO Ralph Hamers wants banking services to be more like Netflix. Now the bank is sponsoring a mini-series which fits with UBS' private banking plans.
On November 14, the television mini-series «Front Office» starts on Players TV channel and – as its says in its title – «will be presented by UBS.» Switzerland’s biggest bank paid a seven-figure sum for a multi-year sponsorship agreement with the producer Players Media.
The mini-series revolves around top American athletes discussing business ideas with their fans. The show uses a similar format to «The Lion’s Den.»
The series will feature among others, NBA basketball Phoenix Suns player Chris Paul. A year ago, UBS launched a client segment «athletes and entertainers» in the U.S.
Stars and Bankers
It hired former professional football player Adewale Ogunleye (pictured below) to head the unit. Ogunleye, who has an MBA from George Washington University, reports to local private banking chief Jason Chandler.
The series fits in with the bank’s strategic pivot to go after wealthy clients in the U.S. Paul is also one of Players TV’s co-founders, which was launched last year and focuses entirely on sports and its heroes.
