Bank of America Corp.’s efforts to maximize its sponsorship investments are paying dividends, particularly on the social media front.

The financial services giant, which over the past three years has prioritized sponsorship activation over growing its portfolio, is placing more focus on engaging fans through contextually relevant social content.

Bank of America has seen particular social media success through its sponsorship of Major League Baseball and seven MLB clubs.

Bank of America credits #MLBMemorybank with driving more than 56 million social impressions, 13 million video views and nearly 12 million engagements in the 2016 season.

That success has prompted the bank to introduce a similar program—internally called NFL Game Day Traditions—around its five sponsored NFL teams.

“We want to be where fans are consuming content, and we want to deliver content that is meaningful and relevant that demonstrates our shared interest and passion with both fans and our customers,” said Charles Greenstein, Bank of America senior vice president and global sponsorship marketing executive.

Bank of America introduced the #MLBMemorybank campaign around the 2015 MLB All-Star Game to promote its shared passion with baseball fans, boost engagement and sentiment on social media, and drive overall brand favorability.

The program gives fans a platform to share their love for baseball on Facebook, Instagram and Twitter. Bank of America uses Instagram Stories, Facebook Live and Snapchat to bring the program to life.

Bank of America, for example, worked with MLB Advanced Media to take over the MLB Instagram account for a story that celebrated the 2016 season. The takeover ended with a call to action that directed fans to share their favorite postseason memories using the MLBMemorybank hashtag for the chance to win World Series tickets.

The bank teamed with San Francisco Giants right fielder Hunter Pence and his fiancĂ©e (and now wife), social media influencer Alexis Cozombolidis, for its first-ever Facebook Live execution. Pence and Cozombolidis answered questions in real-time and shared stories about their favorite baseball memories, their relationship, and the Giants’ on-field success.

To celebrate Opening Day 2016, Bank of America took over the MLB Snapchat account for 24 hours and displayed iconic MLB memories within a Snapchat story. The bank encouraged fans to screenshot a frame and tweet it with their favorite baseball memory using the MLB Memorybank hashtag for the chance to win tickets to the 2016 All-Star Game.

Those initiatives, as well as greater distribution of content through Bank of America’s social media channels and the season-long promotion, helped drive a significant increase in impressions and brand sentiment in the 2016 season.

The bank posted a +4.81 sentiment score for the #MLBMemorybank campaign, which in turn drove a +0.56 lift in overall brand sentiment.

Content sharing through MLB and team channels drove record-breaking levels of social impressions. Total impressions more than doubled, rising from 21.64 million in 2015 to 56.25 million in 2016, while total video views rose from 5.49 million to 13.01 million.

In addition, MLB Memorybank content gained a level of reach three times greater than the average Bank of America post and drove increased engagement on Facebook and Twitter.

Based on that success, Bank of America this year rolled out NFL Game Day Traditions. The teams include the Atlanta Falcons, Dallas Cowboys, New England Patriots, Washington Redskins and the Carolina Panthers, the latter of which play in Bank of America Stadium.

Like #MLBMemorybank, NFL Game Day Traditions asks fans to share their traditions and fan passions. Bank of America customizes the program’s creative, call to action and team integration based on marketing assets received through each team.

Bank of America’s other major sponsorships include the Bank of America Chicago Marathon and the Bank of America 500 Monster Energy NASCAR Cup Series race at Charlotte Motor Speedway.