The masterminds behind a number of recent sports-related affinity cards issued by First USA have hired a sports enthusiast and card veteran to help them hatch more ideas.
First USA Partners hired former MasterCard International executive Steve Apesos to be senior vice president in charge of sports and entertainment deals.
Boston-based First USA Partners, which is a joint venture between Affinity Partners Inc. and First USA, the fourth-largest card issuer bank, was the creative force behind recent affinity cards with the New Jersey Devils, Major League Soccer, San Antonio Spurs, USA Hockey, United States Tennis Association, and Six Flags Theme Parks.
Mr. Apesos, 43, is no stranger to cobranded and affinity programs. He joined MasterCard in 1990 as vice president of public relations and was involved in launching the General Motors, AT&T, GTE, and Shell Oil programs.
Mr. Apesos is also a co-owner of the Syracuse Crunch hockey team, a minor league affiliate of the National Hockey League's Vancouver Canucks.
"I understand the dynamics of what makes a card program compelling," he said.
As vice president, U.S. promotions, at MasterCard, he was responsible for managing the association's sponsorship of soccer, golf, ice hockey, and auto racing.
Mr. Apesos said he would target college, minor and major league teams, as well as sports associations and the teams comprising the national governing boards of the Olympics as possible affinity partners.
In total, he estimated, there are about 350 such opportunities. However, he pointed out, one-third of them have been snatched up by MBNA Corp., the guru of affinity card programs.
While these programs are generally small, said credit card consultant James L. Accomando, "they represent another way marketers can reach people." During the past 18 months, "a real frenzy" has broken out to sign such deals, added Mr. Apesos.
"First USA has been investing a lot of time and money to bring in people themselves to work with First USA Partners," said Mr. Accomando.
Most recently, the bank hired William V. Nutting, a former General Electric Capital executive.
Affinity Partners got MBNA started in the affinity market; the two companies had an exclusive relationship for several years in the 1980s.
Since 1992 the Boston company has been an extension of First USA Inc.'s sales force, signing up hundreds of programs for the bank, said Carl Novotny a founder of the marketing firm.
In January, Affinity Partners came up with the name First USA Partners to reflect the companies' close relationship.
