PNC is increasing its investment in sponsorship.

The Pittsburgh-based financial services company has significantly expanded its sponsorship portfolio to build its brand on the national stage. Recent ties include a mix of local and national properties, with motorsports leagues and teams at the front of the pack.

PNC in February extended its five-year-old partnership with Chip Ganassi Racing via primary sponsorship of Scott Dixon and the No. 9 Honda in the 2018 Verizon IndyCar Series. The bank will sponsor the car at eight races in the PNC footprint, including this month’s Indy 500 presented by Penngrade Motor Oil.

Ganassi is a Pittsburgh native and a long-time PNC customer.

Building on its motorsports platform, PNC in March announced a five-year agreement as the official bank and wealth management sponsor of NASCAR. PNC replaces Bank of America as the sanctioning body’s official bank.

PNC also is signing deals with non-sports properties including a five-year, $4.1 million partnership with the Rock and Roll Hall of Fame. The agreement includes a $3.75 million marketing commitment and $375,000 from the PNC Foundation to support the museum’s Toddler Rock therapy program.

In addition, PNC has signed a new partnership with Sporting Kansas City and extended its title sponsorship of the PNC Father/Son Challenge, a golf tournament that pairs golf legends with their sons, daughters and grandchildren.

The sponsorships follow a new growth push for PNC. The bank this year plans to launch a national digital retail bank based on its Virtual Wallet platform and is expanding into new markets on behalf of its retail banking, middle market and corporate finance business.

New markets include Dallas, Denver, Kansas City, Houston, Minneapolis, Nashville and the port cities of Charleston, S.C., Jacksonville, Fla. and Savannah, Ga.

The financial services company is using the sponsorships—particularly NASCAR—to support its “Main Street” bank strategy, said Lou Cestello, PNC head of regional markets.

“NASCAR is extremely appealing. The sport has races in many of our markets, we get a significant media play and B2C and B2B marketing opportunities.”

The bank announced the sponsorship during a NASCAR Fuel for Business Council meeting, the sanctioning body’s initiative to facilitate business-building opportunities among NASCAR cosponsors.

PNC also hosts clients and prospects at NASCAR and IndyCar Series races, with a focus on unique, one-of-a-kind experiences. The bank has placed more focus on experiential marketing over the past few years to engage affluent consumers, a demographic that often has multiple entertainment options.

Case in point: PNC hosted ride and drive events in conjunction with Ganassi that gave customers the opportunity to get behind the wheel of a luxury sports car and receive driving tips from the motorsports legend.

PNC also is using sponsorship to build its presence in new markets. The bank partnered with Sporting Kansas City to promote its first branch in the Kansas City area.

The bank also looks to gain business from sponsored properties. “As long as we have services that overlap with their needs, we’ll likely do business with them.”

Other PNC sponsorships include the NFL Chicago Bears, New York Giants and the Pittsburgh Steelers.