Bank of America Feeds Fan Fever for America's National Pastime with Launch of MLB(R) Banking and 'You Know Baseball' Campaign

NEW YORK, March 31 /PRNewswire/ -- In response to America's deep-rooted passion for baseball, Bank of America today announced the availability of MLB(R) banking, an exclusive new suite of personal banking products for fans of all 30 Major League Baseball Clubs. MLB banking is the only nationwide portfolio of Club-specific checks, MasterCard(R) check cards and credit cards that are complemented by special rewards for fans of America's National Pastime.

(Logo: http://www.newscom.com/cgi-bin/prnh/20050720/CLW086LOGO-b )

To celebrate the launch of MLB banking, Bank of America also unveiled "You Know Baseball," a new campaign designed to engage fans with MLB Club-specific trivia and a chance to win an all-expense paid trip to the 2008 MLB All Star Game(R) in New York.

"As the Official Bank of Major League Baseball, we're proud to help our partners open an exciting new season and create opportunities for fans everywhere to show their passion for baseball through their everyday transactions," said Susan Faulkner, Deposits and Student Lending executive, Bank of America. "Through MLB banking, our customers can create a personalized banking experience that brings them closer to the sport they love."

The introduction of MLB Banking and the "You Know Baseball" campaign coincides with the results of a new Bank of America-sponsored survey that delves into the attitudes and behaviors of avid baseball fans on Major League Baseball's Opening Day - the long-awaited seasonal right-of-passage for countless fans when excitement for the game is high and every team has a shot at the pennant.

"Bank of America continues to serve as an important partner to Major League Baseball and play such a visible role in our sport," said Tim Brosnan, Executive Vice President, Business, Major League Baseball. "With MLB Banking, fans have another way to demonstrate their passion for their favorite Club and experience our national pastime in new and exciting ways for years to come."

MLB Banking

Fans can sign-up for MLB banking at over 5,700 Bank of America banking centers, at select MLB events, or online at http://www.bankofamerica.com/mlb. They can also learn about the many product features and financial benefits associated with MLB banking, including:

    -- Customized checks and statements, MasterCard-branded check cards and
       credit cards with favorite MLB Club or MLB silhouette batter logo and
       designs
    -- Special benefits associated with the Bank of America's popular Keep the
       Change(R) savings program that automatically rounds check card
       purchases up to the nearest whole dollar and transfers the difference
       from the customer's checking account into their Bank of America savings
       account. For MLB banking customers, the bank will match 100 percent of
       the Keep the Change transfers for the first three months. Thereafter,
       Bank of America will reward MLB banking customers by matching 10
       percent of their Keep the Change transfers, which represents double the
       5 percent match for standard Keep the Change accounts. The maximum
       annual total match is $250.*
    -- MLB(R) Extra Bases(TM) rewards points for every net retail dollar spent
       using an MLB banking credit card. Accumulated points can be redeemed
       for a wide range of unique rewards, including: cash and airline
       tickets; game tickets and officially licensed Major League Baseball
       merchandise; VIP on-field access during pre-game activities; the
       opportunity to throw out a ceremonial first pitch; or MLB authenticated
       game-used memorabilia
    -- Special Affinity Advantage/Prime rates on CDs, IRAs and money market
       savings accounts.

You Know Baseball

Bank of America is supporting the introduction of MLB banking with a new marketing campaign called "You Know Baseball." Designed to engage baseball fans locally and at the national level, "You Know Baseball" features print, point-of-sale and online advertising, an online trivia challenge that tests a fan's in-depth knowledge of the sport, its teams and individual players, and a chance to win an all-expense paid trip to the 2008 MLB All-Star Game in New York. The "You Know Baseball" campaign also provides fans with downloadable tools to help them - and those around them - experience the excitement of Opening Day. To learn more, visit http://www.bankofamerica.com/YouKnowBaseball.

Survey Reveals Fans' Opening Day Psyche

Trends toward products and services that can be personalized or customized based on consumer passions and loyalties have been steadily on the rise. Major League Baseball fans - legendary for their passion for the game, their individual teams and especially their love of the sport's Opening Day - are among consumers responding to that individualized attention, according to a new Bank of America-sponsored survey.

The survey, entitled "The 2008 Bank of America Survey of Baseball Fan Psychology," was commissioned to more fully explain avid Major League Baseball fan attitudes and behavior at the start of a new season. Among the key findings:

    -- One in five fans would miss an important business meeting to attend an
       Opening Day game.
    -- One in seven fans has made an excuse to a boss, spouse or significant
       other regarding their whereabouts while attending an Opening Day game.
    -- Nearly one in four fans listen to or watch the Opening Day game at
       work.
    -- Nearly one in five fans show extreme dedication to Major League
       Baseball even when house hunting, factoring into their decision the
       distance to an MLB stadium.

That passion also correlates directly to the banking preferences among Major League Baseball fans. According to the survey:

    -- Nearly one in three fans report they are interested in MLB-branded
       credit cards, check cards and checks which offer rewards specific to
       their favorite Major League Baseball Club.
    -- One in four fans would prefer to use a bank that offers MLB-branded
       products and services.

"Every data point underscores that the sport is so important to the lives of Major League Baseball fans that they structure their lives and routines around their favorite team," said Dr. Daniel Wann, Professor of Psychology at Murray State University who studies the psychology of sports fans for decades. "The game is a key part of these individuals' identity, and with so much of themselves invested in their favorite team, their desire to connect is almost limitless."

The survey, conducted by Braun Research, was administered by phone between the dates of March 7-16, 2008 to a random sample of 500 avid Major League Baseball fans nationwide with an additional sampling of 300 fans in Boston, Los Angeles and New York. Respondents were asked a series of 23 questions about their general attitudes, behaviors and rituals associated with their passion for Major League Baseball.

Major League Baseball Properties

The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Clubs' agent for marketing and trademark licensing and protection. Major League Baseball Properties Inc. is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States, and creating national marketing programs in conjunction with Clubs, broadcast rights holders and national sponsors. MLBP also operates a full- service video and audio production unit (Major League Baseball Productions), a publishing division and a stock photo licensing agency, and manages logistics for the All-Star Game and World Series championship games, as well as all other special events. http://www.MLB.com

Bank of America

Bank of America is one of the world's largest financial institutions, serving individual consumers, small and middle market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk-management products and services. The company provides unmatched convenience in the United States, serving more than 59 million consumer and small business relationships with more than 6,100 retail banking offices, nearly 19,000 ATMs and award-winning online banking with nearly 24 million active users. Bank of America is the No. 1 overall Small Business Administration (SBA) lender in the United States and the No. 1 SBA lender to minority-owned small businesses. The company serves clients in 175 countries and has relationships with 99 percent of the U.S. Fortune 500 companies and 83 percent of the Global Fortune 500. Bank of America Corporation stock NYSE: BAC is listed on the New York Stock Exchange. Bank of America N.A. Member FDIC.

*Keep the Change matching funds are paid annually after the anniversary of enrollment up to a maximum of $250 on accounts that remain open and enrolled. Eligible savings accounts include Regular Savings (or Market Rate Savings in WA and ID), which requires a minimum opening balance of $100 ($1 in WA and ID) and pays a variable annual percentage yield that is 0.20% as of 3/31/2008. Money Market Savings accounts are also eligible. Purchases with co-branded, rewards or ATM cards are not eligible for matching. Matching funds will be reported to the IRS on Form 1099. Fees may reduce earnings. Keep the Change patent pending.

http://www.bankofamerica.com