Gesa Credit Union Inks New $11 Million Naming Rights Deal
Gesa Field will host Washington State Cougars’ games and a new student-run branch will open on campus in September.
The $4.3 billion Gesa Credit Union in Richland, Wash., said it signed an $11 million deal for the naming rights of the playing field at Washington State University’s Martin Stadium in Pullman over the next 10 years.
Gesa Field will host the home games of the Washington State Cougars football team of the Pac-12 Conference. The stadium can seat nearly 33,000 spectators.
In addition to the naming of Gesa Field, the credit union will have a significant visual presence within the football stadium, including digital and static signage, game entitlement opportunities, as well as branding within other WSU Athletic venues and satellite campuses, the credit union said in a prepared statement. Other marketing opportunities include promotion on the Cougar Radio Network and collaboration on WSU Athletics-branded products and services.
“Partnering with WSU Athletics provides Gesa with elevated name recognition to expand our reach and strengthen membership, and supports education, students and alumni by positively impacting our communities through financial education and awareness, all while continuing to return value to our members,” Gesa President/CEO Don Miller said in a statement.
In September, Gesa also said it will be opening a new student-run branch on Washington State’s campus.
Gesa members will be eligible for early access and exclusive ticket discounts for football events and post-season play. The credit union also plans to offer WSU-themed account packages, drawings for exclusive events, discounted single-game tickets to WSU Athletics, Junior Cougar Kids Club offerings, select VIP parking and member-only access areas on game days.
Under this new agreement, WSU co-branded Gesa VISA debit and credit cards will be available free for members who have a checking account. Each time cardholders swipe their co-branded cards, a donation will be made to the Cougar Athletic Fund that supports student-athletes in continuing their education.
In another sports-credit union deal, the $1 billion Dade County Federal Credit Union in Sweetwater, Fla., said it recently renewed a marketing partnership with the Miami Dolphins and is now the official credit union of the National Football League team.
The agreement’s financial terms were not disclosed.
Dade County FCU will serve as a partner on a variety of Miami Dolphins events, including some surrounding youth financial education and food relief for the local community. The credit union will also have a significant online presence with the team, such as the 305 Check Down Small Business Program, which awards selected businesses in the Miami area with financial assistance and brand awareness through a variety of Miami Dolphins platforms.
Dade County FCU’s partnership with the football team will also give Dolphins fans access to special programs and promotions including merchandise giveaways and the opportunity to receive game tickets.