UW Credit Union & America First CU Expand Reach With Sports Fans

Continuing the tradition of credit unions teaming up with athletic programs to increase exposure and better serve their communities, two cooperatives recently announced new partnerships with local sports teams and properties.

UW Credit Union ($4.7 billion, Madison, Wis.) was named the presenting sponsor of Milwaukee Brewers Baseball, the credit union revealed last week, and America First Credit Union ($16.3 billion, Riverdale, Utah) said Monday that it had kicked off a long-term deal with University Nevada Reno (UNR) Athletics Wolf Pack Sports Properties.

UW Credit Union’s new presenting sponsor status is an expansion of its existing partnership with the Milwaukee Brewers. It means a co-branded logo will appear on game tickets, pocket schedules, the team’s Gameday Program, the scoreboard, and other ballpark and online marketing assets. In addition, as presenting sponsor, the credit union will launch an initiative called “Here for Every You,” where credit union associates will choose Brewers fans at random and present them with ticket upgrades, autographed items, food vouchers and prizes.

As part of its role as presenting sponsor, UW Credit Union will also launch a philanthropic program, “Here for a Cause,” in which it will make a donation to the Brewers Community Foundation for every Brewers win at American Family Field. Finally, it will also serve as presenting sponsor of Student Nights on Friday night home games, where the credit union will offer high school and college students the opportunity to purchase discounted game tickets and a special food and beverage package.

“For many of us, attending a ballgame is a chance to relax and connect with family and friends,” UW Credit Union Chief Marketing Officer Anne Norman said. “After an exciting 2021 season, we look forward to amplifying that game day experience even more. The presenting sponsorship enables us to support Brewers fans in new ways, while celebrating our growing presence in the Milwaukee area.”

UW Credit Union will continue to have its logo painted along the baselines of the stadium field – a sponsorship element that began earlier this year – and continue its sponsorship of the “Student Achievers Program,” which awards high-achieving local students with tickets to a Brewers game.

“We welcome UW Credit Union as the presenting sponsor of Brewers baseball and are pleased that a Wisconsin-based company is stepping up for this prominent role as a key partner,” Brewers President – Business Operations Rick Schlesinger said. “Our team takes pride in creating programs that are meaningful for both organizations, and just as importantly, our fans. We look forward to the enhanced and growing partnership with UW Credit Union starting next season.”

Out West, AFCU, which announced a separate partnership last month with the Utah Jazz, grew its presence in the Reno, Nev., area by launching a multi-year partnership in September with UNR and its Wolf Pack athletics program. The deal includes providing a priority entrance to men’s basketball games at Lawlor Events Center, a 12,000-seat, multipurpose arena; and running a donation drive for every men’s basketball free throw made by UNR during home games throughout the regular season and championships to benefit “Swish for a Wish.” The credit union said it expects to raise $10,000 through this effort for Make-A-Wish Northeastern & Central California and Northern Nevada, which will be donated at the end of the year.

In addition, AFCU will receive sponsorship assets each year for UNR football, men’s basketball, women’s volleyball and softball. And, the credit union will release a new UNR Athletics Picture Perfect card design for cardholders who are Wolf Pack fans, as well as see its name on high visibility signage in the football stadium and basketball arena.

“Northern Nevadans support UNR in a tremendous way and this allows us to connect with a passion point of the community,” Thayne Shaffer, AFCU’s president/CEO, who is a Nevada native, said. “Through this partnership, we are able to help children with life-threatening medical illnesses get their wishes granted while simultaneously providing perks for our members. We are overjoyed to be able to build a presence in Reno and make connections with the local community.”

UNR Director of Athletics Doug Knuth stated, “We are thrilled to partner with America First Credit Union, and look forward to all of the great benefits this partnership will bring to our Wolf Pack community. This partnership will greatly benefit our great fans and community, and continue to build the bright future of Nevada Athletics.”

This isn’t the first sports-related partnership for AFCU in the state of Nevada – it previously partnered with the Las Vegas Raiders, Vegas Golden Knights, Las Vegas Aviators, Las Vegas Lights FC and the University of Nevada, Las Vegas Athletics Department.