Credit Unions in Georgia, Kansas Ink Sports Partnerships

Credit unions in Georgia and Kansas announced new or expanded sports-related partnerships this week – one with a University of Georgia star football player and another with the Major League Soccer team in Kansas City, Mo.

The $2 billion Associated Credit Union in Norcross, Ga., formed a name, image and likeness partnership with Brock Bowers, tight end for the Georgia Bulldogs football team. As a result of the deal, Bowers will promote the credit union through marketing and public relations activities, including digital and print media, and participate in select fundraisers over the next two years, according to an announcement from Associated.

“We’re excited and honored to partner with Brock – a disciplined and impressive young man on and off the field who shares our values,” Associated President/CEO C. Lin Hodges stated. “We look forward to working with Brock and supporting those we serve.”

Bowers’ accomplishments have included finishing last season as the Georgia Bulldogs’ leading receiver, with 56 catches for 882 yards and 13 touchdowns, breaking several single-season records. He has also received a number of awards including All-America First Team, All-America Second Team, True Freshman All-America, Shaun Alexander Freshman of the Year, Football Writers Association Freshman of the Year, Coaches’ SEC Freshman of the Year and AP SEC Newcomer of the Year, according to the announcement.

Last July, the NCAA adopted a new interim policy that allows student athletes to make money from their name, image and likeness, and several credit unions have taken advantage of the opportunity, including the $2.5 billion Addition Financial Credit Union in Lake Mary, Fla., and the $1.1 billion Neighbors Federal Credit Union in Baton Rouge, La.

Dan Everett, president of sports marketing agency Everett Sports Marketing, which represents Bowers, stated, “This partnership will help enrich the very communities who have supported Brock. He’s excited about what they will accomplish together.”

Meanwhile, the $895 million Mazuma Credit Union in Overland Park, Kan., announced an expanded partnership with Sporting Kansas City, a soccer club that competes as a member of the Western Conference in Major League Soccer. Mazuma is now the “Official Mortgage Partner” of Sporting Kansas City. The expanded partnership will last through the 2025 Major League Soccer season and result in a boosted in-stadium presence for the credit union and more opportunities for it to interact with fans, according to Mazuma.

Mazuma previously inked a naming rights deal at the Kansas City stadium Children’s Mercy Park, the home of Sporting Kansas City, establishing Mazuma Plaza – the stadium’s largest landmark and main point of entry for guests – as well as the Mazuma Mezzanine, a private space in the stadium offering all-inclusive food and beverage services for groups of up to 60 people. As part of the expanded partnership, Mazuma will increase its presence at the Mezzanine during soccer matches, offering free drinks for Mazuma members and free giveaways for youth passing by, the credit union said.

Mazuma’s relationship with Sporting Kansas City also includes serving as the presenting partner of Argyle Ice, a fundraising raffle for fans of the soccer club.

“We are really excited about this partnership and the opportunity to share our great mortgage offerings with more of the Kansas City community,” Mazuma President/CEO Deonne Christensen stated. “As the team’s Official Mortgage Partner, fans will see an even bigger presence from Mazuma Credit Union across all Sporting touchpoints.”

Sporting Kansas City President/CEO Jake Reid commented, “The partnership between Sporting and Mazuma Credit Union is a winning combination of two local organizations dedicated to the Kansas City community. Mazuma offers best-in-class mortgage lending exclusively for Kansas Citians so we’re proud to partner with their organization to highlight those offerings for our local fanbase.”