Source: M&T Bank
When M&T Bank unveiled Team M&T at The Female Quotient Lounge during Advertising Week, the announcement felt refreshingly different.
M&T Bank is going beyond logos and naming rights, with the launch of a purpose-driven roster of athlete ambassadors who embody the bank’s values of community, connection, and impact.
Moderator Shelley Zalis, CEO of The Female Quotient, set the tone: “The person alone has power. Collectively, we have impact.”
As Krista Phillips, M&T Bank’s Chief Customer and Transformation Officer, explained, Team M&T began with a simple question: “What if we drafted a team of extraordinary human beings that not only are amazing on the field and on the track, but are also amazing in the community?”
As Phillips explained, the goal was to move beyond traditional sponsorships and redefine what success looks like. Rather than focus on “impressions and engagement on social media,” she said, M&T Bank "wanted to find partners who really made an impact in their communities.”
M&T Bank partnered with Parity to identify and onboard the inaugural pro women athletes of Team M&T – Emily Sonnett, Noelle Lambert, and Lois Cook. Parity selected each ambassador based on the alignment of values and advocacy work with the bank’s mission to make a difference in people’s lives.
“Mainstream media doesn’t necessarily shine a light on these athletes, but they’re more than athletes,” said Phillips. “So we wanted to use our platform for storytelling, to tell their stories, the impact they’re making on their communities, and the younger generations who can see themselves in their stories.”
The heart of Team M&T lies in the stories behind each athlete, and how their experiences, advocacy, and authenticity bring the brand’s purpose to life.
Two-time Paralympian Noelle Lambert reflected on how community shaped her journey after losing her leg in a moped accident.
“Without that community, I wouldn’t have returned to playing Division I lacrosse. I wouldn’t have transitioned over to track and field.”
Her message to the crowd was clear: “Just because people have a disability, it doesn’t mean they’re broken. Ever since losing my leg, it has not limited me. It’s propelled me in the direction that I never could have imagined myself.”
Phillips noted that stories like Lambert’s are exactly what make today’s fans connect more deeply with athletes and brands alike.
“Fans that engage with women’s sports really want to understand the people behind the jersey, not just about the team.”
Professional football player Lois Cook echoed that idea, sharing how teamwork and representation drive lasting change.
“I started out just posting videos to show girls that we play too,” she said. “And I had thousands of young girls who reached out to me to say, ‘Oh my gosh, you’re my idol.’ That became a responsibility for me. I didn’t have the vision when I was 14, but I can be the vision for that next young girl.”
Together, their stories underscored a truth every marketer knows instinctively: authentic partnerships don’t just promote. They connect.
Zalis closed the conversation by tying it to the bottom line: “When brands follow their heart, purpose does lead to the value that leads to the money in the bank and growth and innovation. When we do the right thing, it’s also a good thing.”
Team M&T is proof that purpose and performance aren’t at odds. They amplify each other.
M&T Bank partnered with Parity to build Team M&T, proving that when brands invest in purpose, everyone wins.
Want to explore how Parity can help your brand build authentic athlete partnerships that drive both impact and ROI? Let’s talk.
About Parity, a Group 1001 Company
Parity is the leading platform for professional women athlete partnerships. With a mission to close the gender income gap in sports and beyond, Parity connects brands with a diverse network of more than 1,100 women athletes from 85 sports. Through sponsorship activations, content collaborations, and strategic advisory, Parity helps brands authentically engage the most trusted voices in sports today. For more information, visit www.paritynow.co, or follow us on Instagram and LinkedIn.