Edward Jones Expands Marketing With Sports Sponsorship
Edward Jones launched a sports sponsorship and a celebrity-led advertising campaign in 2025 as Hema Widhani began serving as chief brand, experience and marketing officer in June 2025. The firm became the Big 12 Conference title sponsor and rolled out a Milo Ventimiglia "Let’s find your rich" campaign to raise national awareness and attract younger, multigenerational clients. Widhani said Edward Jones is also piloting AI-driven personalization to scale advisor advice while maintaining client trust.
Key Points
- 1Secures Big 12 title sponsorship and launches Milo Ventimiglia 'Let’s find your rich' national ad campaign
- 2Positions brand to expand national recognition beyond regional strongholds and attract younger, multigenerational clients
- 3Invests in AI-enabled personalization to scale tailored advisor advice while emphasizing trust preservation
Scoring Rationale
Moderate strategic value from official marketing moves and AI focus, limited by firm-specific scope and relatively non-technical detail.
Sources
Public references used for this report.
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