BUENA PARK, Calif. — Bank of America, which recently ended a 40-year relationship with Disneyland, said it will work with rival Knott’s Berry Farm on reaching Hispanic consumers.
The bank announced Monday it had reached a “multifaceted Hispanic marketing and promotional partnership” with the Orange County amusement park.
The bank will sponsor the Fiesta Village area of the park, along with an “Hispanic Headliner” concert series.
Knott’s promotions in bank branches are being discussed, the bank said.
Knott’s said Bank of America will become one its largest corporate sponsors, but details of the agreement were not disclosed.
The bank also opened a demonstration branch last weekend at the Buena Park amusement, geared at explaining banking practices to children and new immigrants , said Ennio Quevedo, a Bank of America vice president.
Meanwhile, Bank of America today closes its longstanding branch on Disneyland’s Main Street, although an automatic teller machine will remain at the main gate.