This week on Skin In The Game, John Cimperman and Tim O’Shei sit down with Jan Liebchen, Senior Vice President of Brand Marketing at M&T Bank, to explore how one of the region’s most recognizable brands uses sports and community partnerships to deepen its connection with customers.
From the bank’s long-standing relationships with the Buffalo Bills and Baltimore Ravens to its growing investments in local philanthropy, Liebchen shares how M&T aligns sponsorships with purpose. It’s about building loyalty, trust, and shared identity across markets by adding value to a community conversation.
The conversation examines what “putting your name on the stadium” really means: the ROI of emotional connection, the evolution of brand storytelling, and the balance between corporate marketing and community impact.
It’s the kind of candid, real-world conversation that feels straight out of a marketing course you wish you’d had in college. It’s authentic, insightful, and packed with lessons from the inside.
