NAB Stand-ins

Background

NAB (National Australia Bank) has been sponsoring the AFL for over 10 years. Throughout this time they have demonstrated their support through the many programs they have helped to foster. From Auskick through to NAB Rising Star, and the NAB Cup. Never have they used this sponsorship as a true brand vehicle.
From NAB’s perspective the reason they sponsor the game is to garner good will with Australians. But in a cluttered sponsorship environment, how do they get fans to identify with NAB and align NAB’s brand philosophy of ‘More give, less take’?