2 Credit Unions Score New Sports Team Partnerships

CFCU in Plymouth, Mich., will literally be meeting Detroit Lions fans where they are this upcoming football season to help them achieve their financial goals thanks to a new marketing partnership.

The $1.6 billion credit union announced last week that it had finalized a deal with the NFL team that will, for one, bring CFCU team members onsite to Ford Field on Lions game days to engage with visitors at what the credit union called an “activation site.” At the activation site, which will be set up on Brush Street alongside Ford Field in downtown Detroit, passersby will be invited to submit their “impossible dream,” such as buying a home. The CFCU activation team will then determine how to make the dream a reality – maybe even before the game is over, according to the credit union.

CFCU will also make its presence known to Lions fans on game days through branding via in-stadium touchdown graphics, guest service booths, T-shirts and more. The credit union is also sponsoring the Lions’ weekly web show, “Inside the Den,” this season.

“We knew this was an incredible values match for CFCU,” CFCU President/CEO Tansley Stearns stated. “We believe in creating belonging at CFCU, by demonstrating relentless care for our communities, making every second matter with our commitment to hustling and hard work, and celebrating with a sense of Huzzah! Everything we saw in the Lions’ coaches, players and administration evoked all the same feelings we create for our members and this community.”

Detroit Lions Vice President of Corporate Partnerships Mace Aluia added, “We are excited to bring on a new partner in CFCU and help shape its ‘impossible dreams’ experience for Lions fans on game day. This partnership is a great opportunity to use our shared platforms to not only make memories, but make an impact as well. We are looking forward to fostering community together.”

Meanwhile, it was revealed last week that the $3 billion, Williston, Vt.-based New England Federal Credit Union signed on as the presenting sponsor of the Catamount Men’s Soccer team at the University of Vermont for the upcoming 2023 season. NEFCU has been a partner of the Vermont Athletics Department since 2005 and is involved with the Burlington, Vt., university’s Student-Athlete Development course, which was designed to empower first-year student-athletes to make good financial decisions.

Sports marketing company LEARFIELD’s Vermont Sports Properties facilitated the agreement between NEFCU and the men’s soccer team, according to the announcement distributed by LEARFIELD and the University of Vermont.

“We are delighted to enhance our relationship with University of Vermont Athletics through this new focus on men’s soccer,” David Bird, vice president of brand engagement and partnerships for NEFCU, stated. “As a pillar of the community in Vermont for more than 60 years, we pride ourselves on meeting our members where they are, whether that be in times of hardship or success, not unlike the moments we witness through sport. We look forward to supporting the men’s soccer team as they build on the strong momentum displayed last season.”

University of Vermont Athletic Director Jeff Schulman added, “NEFCU has been a longtime partner of UVM Athletics, and we are excited to further the relationship with a focus on our men’s soccer program. We look forward to having NEFCU on board as our program continues to grow on the national stage.”