Ardent CU Kicks Off Major League Soccer Team Partnership

The Philadelphia, Penn.-based Ardent Credit Union has inked a deal to become the official credit union of Major League Soccer team the Philadelphia Union.

The deal makes the $719 million credit union, which has about 36,000 members, the presenting partner of year-round youth soccer programs and pregame activities, according to an announcement. It will also make Ardent the official credit union of Talen Energy Stadium, which is the soccer team’s primary venue.

Ardent and the Philadelphia Union will also run a program that provides financial education materials to area schools. Financial terms of the deal were not disclosed.

“We’re thrilled to kick-off our partnership and financial education program with the Philadelphia Union,” Ardent President/CEO Rob Werner said. “We have established a legacy of supporting financial literacy and are proud to align ourselves with an organization that offers youth programs that encourage learning. As two innovative, challenger brands with grit, we are looking forward to working together.”

Ardent also recently patented an expandable cube-like system that it said could soon be a more affordable, innovative way for credit unions to expand their branch footprints.

The Philadelphia Union became Major League Soccer’s 16th team in 2008. Its home venue, Talen Energy Stadium, has 18,500 seats for soccer games and can hold 26,000 people for concerts. It opened in 2010 and has also hosted rugby and lacrosse tournaments.

“Serving the greater-Philadelphia area is a top priority for the Philadelphia Union and something that we aim to include as a part of every partnership agreement,” Philadelphia Union SVP of Corporate Partnerships Jean-Paul Dardenne said. “With a strong focus on the counties immediately surrounding Philadelphia, we found a perfect partner in Ardent to continue our mission to create change in our own backyard.”

Several other credit unions have announced sports sponsorship deals in the last 90 days or so.

Last month, for example, the Los Angeles-based University Credit Union announced a comprehensive deal with Saint Mary’s College of California that would give it the naming rights to school athletic venues, as well as new ATM, branch and program opportunities on the campus. The credit union has $728 million in assets and about 41,000 members.

In November, the Westbury, N.Y.-based Jovia Financial Credit Union announced a deal to become the official partner and official credit union of the National Hockey League’s New York Islanders. The credit union has $3.4 billion in assets and about 199,000 members.

And in October, the Phoenix-based Desert Financial Federal Credit Union announced the purchase of naming rights to Arizona State University’s University Activities Center, which is home to the men’s and women’s basketball teams, as well as the school’s wrestling, gymnastics and volleyball programs. The credit union, which has $4.8 billion in assets and about 346,000 members, said it will pay $1.5 million per year for five years under the agreement.

In addition, the North Liberty, Iowa-based GreenState Credit Union announced it would pay $1.4 million for the naming rights to a field house attached to Xtream Arena in nearby Coralville, Iowa. The arena will host University of Iowa volleyball games as well as a minor league hockey team. GreenState has $5.6 billion in assets and about 206,000 members.