Affinity Plus FCU Announces Music Venue Sponsorship Deal

The St. Paul, Minn.-based Affinity Plus Federal Credit Union has announced a deal to become the presenting sponsor of music venue The Fillmore – Minneapolis.

The 36,000-square-foot music hall, which has a capacity of 1,850 people and opens Feb. 12, will be named The Fillmore Presented by Affinity Plus Credit Union. Financial terms of the deal were not disclosed. Affinity Plus has $2.4 billion in assets and about 209,000 members.

“By sponsoring the newest premier music venue in the state, we’re investing in our community in a meaningful and specific way, especially for those who love live music and events,” Affinity Plus President/CEO Dave Larson said.

The deal also included partnering with Music Forward Foundation to establish an annual scholarship program for Minnesota students pursuing music, performance, hospitality or related careers. In addition, the credit union said it will host events for K-12 students who want to explore careers in live event operations, production, music engineering, music business management, customer service, hospitality and other related fields.

“We have always believed in giving back, and we are thrilled to support students who want to further their education, especially when it comes to pursuing a career in the music industry. We look forward to seeing the impact of The Fillmore venue as well as our scholarship program flourishing,” Larson said.

Affinity Plus isn’t the only credit union to partner with a music venue in recent months. In December, Comerica Theatre in downtown Phoenix became Arizona Federal Theatre due to a new deal between Live Nation Entertainment and the Phoenix-based Arizona Federal Credit Union. Arizona Federal Theatre is largely a music venue that can also accommodate comedy shows, family events and theatrical productions. It opened in 2002. Arizona FCU has $1.9 billion in assets and about 130,000 members.