Pasadena-based East West Bank just landed a high-profile local partnership: the bank announced this week that it’s now the official community banking partner of the Los Angeles Rams, in a multiyear deal that puts a homegrown Southern California institution alongside one of the region’s biggest sports brands.
The announcement, made September 18, came from Deborah Leerhsen, East West Bank’s Executive Vice President and Head of Global Banking, and Jennifer Prince, the Rams’ Chief Commercial Officer. “East West Bank believes in building bridges that connect people, cultures and communities,” Leerhsen said of the deal. Prince framed it as a fit between two organizations that see themselves as leaders in their respective industries.
What makes this worth watching for LA business owners isn’t just the branding — it’s where the bank is putting its name. East West Bank will serve as the presenting partner for two of the Rams’ community programs: pLAymakers, which spotlights local leaders working to improve their neighborhoods, and Fighting Hunger, the team’s ongoing push to address food insecurity across the region. Financial terms of the partnership weren’t disclosed, but the structure signals the bank wants visibility tied to community impact rather than just a logo on a jumbotron.
It’s also a reminder of how much financial firepower is headquartered right here in the LA area. East West Bancorp, the bank’s parent company, reports roughly $85 billion in total assets and operates more than 110 locations across the U.S. and Asia — making it the largest independent bank based in Southern California. A deal like this keeps that scale, and the decision-making behind it, local.
For small business owners, partnerships like this are worth tracking for a couple of reasons. First, they’re a signal of where established local institutions are investing their community dollars, which can translate into sponsorship opportunities, grant programs, or visibility for the causes tied to the partnership. Second, it’s a good example of hyper-local branding done well: rather than a generic national sports sponsorship, East West Bank tied its name to programs that specifically highlight neighborhood leaders and hunger relief — the kind of positioning that resonates with community-minded customers and clients alike.
Whether or not you bank with East West, the bigger takeaway is that LA’s business landscape keeps rewarding companies that show up locally, not just financially but visibly, in causes their neighbors already care about.
Source: Pasadena Now
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