On July 26, the 2026 annual ‘Homefield Letter’ brand integrated marketing campaign by CITIC BANK officially kicked off. As the digital inclusive bank under CITIC BANK, CITIC AIBank served as the co-organizer for the first stop of this ‘Homefield Letter’ event, providing brand support and accompanying numerous sports enthusiasts to the opening match of the 2026 Hunan Provincial Football League (referred to as ‘Xiang Chao’) in the Xiangtan division, witnessing the power of every effort on the green field.
The ‘Homefield Letter’ pop-up activity area
Recently, the State Council released the ‘15th Five-Year Plan for Expanding Consumption’, which explicitly encourages sports consumption and promotes the development of the sports event economy, providing a path for financial institutions to deepen their involvement in the sports industry and unlock consumption potential. With this as an opportunity, CITIC AIBank, as a subsidiary of CITIC BANK, actively participated in the ‘Homefield Letter’ event, focusing on sports event hotspots and exploring a new integrated development model of ‘Finance + Culture, Sports, and Tourism + Consumption’. Adhering to the original intention of digital inclusion, the bank empowers financial services with technology, extending digital inclusive financial services to a wider range of consumption and lifestyle scenarios.
At the event site, in the ‘Homefield Letter’ themed pop-up area, flags bearing the ‘CITIC AIBank’ brand elements fluttered in the wind, echoing the pop-up installations and adding a lively competition atmosphere to the event. Many fans, during their breaks from watching the matches, stopped by the pop-up area to take photos, capturing the passion of the sports event in their lenses and creating a connection between the brand elements and the sporting spirit through real interaction. Meanwhile, numerous fans on-site shared their match-watching moments on social media platforms, allowing this spirit of perseverance to transcend the boundaries of the field and reach a broader audience of sports enthusiasts.
Highlights from the event scene
The essence of the sporting spirit lies in persistence and breakthrough, which resonates with the spirit of countless small and micro businesses and strivers who face challenges head-on and strive for victory in their own life arenas. It also aligns with CITIC AIBank's original intention of deeply embedding financial services into every ‘homefield’ of the inclusive group. Since its establishment, CITIC AIBank has steadfastly adhered to its original commitment to digital inclusion, overcoming industry environmental challenges, maintaining prudent and stable operations, and continuously deepening its presence in consumer scenarios. It precisely covers diverse customer groups, including new citizens, small and micro business owners, and family users. At critical moments of personal advancement, business development, and wealth growth, the bank provides users with stable and reliable financial support, integrating financial services into more scenarios and truly integrating inclusive financial services into people's daily lives.
To meet daily consumption needs, CITIC AIBank has launched a personal consumer credit product called ‘Good Flower Club · Borrow Money’, offering a maximum credit limit of 300,000 RMB. This product flexibly adapts to various scenarios such as daily consumption turnover and lifestyle improvement, building confidence for new citizens to settle in cities and advance in their life arenas. Focusing on the common pain points of small and micro business owners, such as ‘lack of collateral, slow financing, and cumbersome procedures’, the bank has created an exclusive ‘Business Loan’ product. Leveraging advantages like fully online processes, no collateral requirements, and ultra-fast approvals, it fuels confidence for entrepreneurs in their business arenas. In the field of wealth management, the bank has built a diversified product matrix covering deposits, wealth management, and funds. With a one-stop wealth management service, it meets the wealth growth needs of users with different risk preferences, helping families manage their ‘long-term homefield’ of wealth accumulation.
From the sports field to life's arenas, from athletes to small and micro business owners, every shred of confidence in striving deserves to be uplifted. The sporting spirit ignites not just the cheers on the field, but also the vitality of urban consumption and the pulse of the real economy. CITIC AIBank will always adhere to its original commitment to digital inclusion, uphold its brand proposition of ‘The People's Confident Bank’, break down service barriers with technological innovation, and solidify the foundation of confidence with the responsibility of a state-owned digital bank. It will inject financial confidence into every life arena of each striver, whether in entrepreneurship, consumption, or wealth accumulation, writing a new chapter in digital inclusive finance that supports high-quality development of the real economy and activates consumption confidence.
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