BBVA in 2012

of interest to users that integrates the brand in an effective and natural way; the creation ofexperiences such as “La Jornada de Tu Vida” (The Day of your Life); and links with soccer-relatedsocial projects.Several initiatives are worth mentioning in basketball, such as the “NBA blue experience”, whichrewards “blue customers” with trips to the United States to watch an official NBA game; BBVA’sinvolvement with the social program “NBA Cares”; and the naming of BBVA and its subsidiaryBBVA Compass as “NY Sports Marketer of the Year” for their commitment to the NBA andBBVA Compass Bowl. 2012 also saw the inauguration of the BBVA Compass soccer stadium inHouston. This event was mentioned more than 1,800 times in the media following its openingceremony, equivalent to nearly 29 million dollars of advertising value, and resulted in manysoccer fans opening credit card accounts. BBVA Compass also partners the home team, theHouston Dynamo, in the “Building a Better Community” project. This includes rebuilding homesand revitalizing the green areas around the stadium, as well as improving children’s education.In addition, BBVA has launched the “BBVA Ambassadors” project, which brings togetherfamous people from various walks of life through aspects that share fundamental BBVA values,such as the spirit of self-improvement, integrity, cooperation, humility and responsibility. Thecollaboration between BBVA and its brand ambassadors extends beyond the use of their imagein advertising campaigns. They also participate in activities related to corporate responsibility,particularly in the most disadvantaged parts of the world, and support initiatives with childrenand young people. BBVA began the “BBVA Ambassadors” program with Iker Casillas andAndrés Iniesta, two of the stars of Liga BBVA and champions of the world and of Europe withthe Spanish National Soccer Team. Carlos Soria is the latest addition to “BBVA Ambassadors”.At 74 years of age, this mountaineer has set himself the challenge of climbing the 14 highestmountains in the world. The program is also accompanying him on the “Momentum Himalaya”project, an initiative in the Nepali village of Sama (at 3,500 meters above sea level) that isdeveloping various methods of sustainable finance for a local school providing a home for 120children in the area.Andrés Iniesta (BBVA Ambassador) Iker Casillas (BBVA Ambassador) Carlos Soria (BBVA Ambassador)12 Executive summary