Credit unions are always searching for ways to reach newprospective members, particularly those who are coming of age: the94 million Americans in Generations Y and Z.

Considering all of the dizzying options young consumers have attheir fingertips to access information about where to get theirnext loan, marketing to these up-and-comers has become morechallenging than ever.

But some credit unions have figured out one of best ways to getin front of young prospective members is to simply go where they gofor fun and excitement — arenas.

Read how eight credit unions have invested in the naming rights at university, college or community-owned arenasto convince a new generation to join the movement.

Read more: CFE Arena

CFE Arena

Orlando, Fla.

Market research confirmed that investing in the naming rights ofthe arena at the University of Central Florida was an opportunitythe $1.4 billion CFE Federal Credit Union in Lake Mary, Fla, just couldn'trefuse.

The arena attracts more than 400,000 people annually from acrossthe central Florida community, and it also links CFEFCU to 60,000UCF students, one of the largest student populations in thenation.

In addition to operating two other branches on campus, thecooperative also opened a new branch in the arena that members canaccess from inside and outside the venue.

“This branch is unique because it was designed specifically withcollege students in mind. We eliminated a typical teller line withprotective glass and introduced pods that were more open andwelcoming,” explained Michael Ferreer, director of marketing forCFEFCU. “The branch also features a complimentary coffee machineand a lounge area with mobile device charging stations for anystudent looking for a quiet place to study.”

CFEFCU believes the arena branch and its other on-campusbranches have attracted and retained members.

“Through the end of October, these branches acquired 629 newhouseholds, resulting in more than $1.5 million in deposits and$1.6 million in loans,” Ferreer said. “Additionally, we aretracking an annual retention rate of over 87% at these locations,an important measurement for our efforts in targeting young membersfor lifelong relationships.”

Read more: SEFCU Arena

SEFCU Arena

Albany, N.Y.

People flock to arenas to have fun as they cheer their hometeams to win.

After the $2.6 billion State Employees Federal Credit Union invested in the namingrights of the University of Albany's arena, the Albany, N.Y.-basedcooperative came up with an idea for fans to have even morefun.

During halftime at UA's basketball games, the SEFCU MoneyMachine rolls out and a lucky student or two is invited to grab asmuch cash – up to $1,000 – as they can in 60 seconds.

“You can imagine how popular it is,” said John T. DeCelle, chiefmarketing officer for SEFCU. “We have also incorporated a communityaspect. Each time the Money Machine is used at a home game, wedonate $1,000 to an area non-profit. Partnering with athletics is agreat way to help build school spirit and to highlight the fun andcommunity tenets of our philosophy.”

More than 220,000 people come to SEFCU annually to watch UBmen's and women's basketball games and other events.

“The naming rights have most definitely had a positive ROI forthe credit union,” DeCelle said. “We have increased the number ofstudent members, as well as faculty and staff. In addition, ourrelationship has helped to further cement our brand as onecommitted to the local community.”

Read more: SECU Arena

SECU Arena

Towson, Md.

For the $2.6 billion State Employees Credit Union of Maryland, investing in thenaming rights of Towson University's arena to reach 21,000students, 125,000 alumni and 3,500 faculty and staff, as well asthe community at large, would be too expensive to achieve throughtraditional marketing channels.

“The partnership with Towson University provides tremendousvisibility for SECU in ways that were previously unimaginable and,frankly, unaffordable,” said Carmen David Mirabile, SECU'sassistant vice president of marketing. “The partnership provides anunprecedented opportunity to build awareness at SECU throughpromotion of SECU Arena events, on television, radio, print, onlineand through roadway and onsite signs. With every event taking placeand promoted at SECU arena, we build awareness and attention to ourgreat organization.”

The naming rights agreement also allowed the cooperative to openan SECU Welcome Center and an SECU Information Center on Towson'smain campus, and install additional ATMs throughout theuniversity.

“As an organization, our commitment to our members is to ensurethat we provide them with the best banking products and services,”said Mirabile. “We can only continue to do that by attracting newmembers. This partnership significantly enhances our visibility,greatly improving the opportunity to do exactly that. More than 76%of students who graduate Towson University remain in Maryland asthey join the work force. As a financial organization that existssolely to serve residents of Maryland, who better a financialpartner for them than SECU?”

Read more: APG Federal Credit UnionArena

APG Federal Credit Union Arena

Bel Air, Md.

When the $966 million APG Federal Credit Union in Edgewood, Md., learned that HarfordCommunity College was building a new arena that would be thelargest indoor venue in northeastern Maryland, the cooperative knewa naming rights deal would be a once-in-a-lifetime opportunity.

“The naming rights opportunity had the potential for tremendouspositive exposure and awareness for the credit union,” said SharonH. Sykes, senior vice president for member services at APGFCU. “Assponsor of the arena, APGFCU would have its name and logo on theinterior and exterior signage, the arena floor, pillars andscoreboard and the HCC website plus recognition on all arenaadvertising, tickets, posters, basketball and volleyball schedules,even programs, playbills and in-game radio and media mentions.”

So in February 2012, APGFCU announced a naming rights agreementwith HCC.

“Despite the fact that APGFCU received a community charter in2003 … many individuals still believe that they have to work forthe Aberdeen Proving Ground (U.S. Army facility) or be a member ofthe military to join,” she said. “When the announcement was madethat APGFCU invested in the naming rights to the arena, thecomments were overwhelmingly positive. Both members and non-membersrecognized the impact that the arena would have on the communityand thanked the credit union for its contribution.”

While a 2010 research survey among residents in APGFCU's marketarea showed the credit union had strong name recognition, a followup survey in 2013 found that a year after the arena opened, thecooperative's name recognition increased substantially.

Read more: UCCU Center

UCCU Center

Orem, Utah

Surrounded by the snow-capped Rocky Mountains on the Utah ValleyUniversity campus in Orem, the UtahCommunity Credit Union Center serves as the region's epicenterof cultural, athletic and business events.

When the $881 million UCCU in Provo agreed to a naming rightsagreement with UVU's 8,500-seat arena, the credit union'sPresident/CEO Jeffrey L. Sermon said it was a “perfect partnership”because the cooperative was founded to serve Brigham YoungUniversity students.

“Our members go to school here, so serving UVU is one way ofserving our members,” Sermon told The Salt LakeTribune. He also told the local newspaper that UVUgraduates stay in the area, and with BYU admitting fewer localstudents, UVU has assumed a bigger role in providing highereducation.

UCCU sponsors an annual two-day family festival and conferenceat the venue that drew more than 20,000 last year.

The event features a variety of entertaining events and seminarson managing finances for children as well as two dozen sessions onfamily-oriented topic such as parenting, infertility, teen dating,caring for grandparents, communicating with children, familyfinancial management, adoption, suicide prevention, video gameaddiction, and the legal issues of aging.

Last year's family festival featured Ed Smart, the father ofkidnapping victim Elizabeth Smart. He is an advocate andlobbyist for legislation to prevent abductions and to rescuemissing children.

More than 500,000 people attend about 170 events a year at UCCUCenter.

Read more: 1st Community Federal Credit Union SpurArena

1^st Community Federal Credit Union SpurArena

San Angelo, Texas

In the state of Texas there are three things that are alwaysbig: Football, barbecue and rodeo.

After the taxpayers of San Angelo approved a modest sales taxincrease to build a rodeo arena, the $206 million 1^st Community Federal Credit Union in San Angeloagreed to buy the naming rights to the facility – 1^stCommunity Federal Credit Union Spur Arena – on the county'sfairgrounds, which hosts one of the nation's largest stock show androdeo events in the country.

The Stock Show and Rodeo, which draws more than 150,000spectators, provides the largest economic impact of any event inSan Angelo, according to the San Angelo Stock Show and RodeoAssociation.

The arena also hosts other popular events, which provides thecredit union with frequent visibility among consumers in itsmarketplace.

“Almost everyone in town either attends, reads about, hears onthe radio or sees on the news what is happening out at thefairgrounds all year around, so our name is constantly mentionedand shown as a venue for many public and private events,” saidVicki Loso, senior vice president for marketing and membersservices at 1^st Community FCU. “This has strengthenedour community image.”

All of these events pump more than $30 million back into thelocal economy, reports the San Angelo Stock Show and RodeoAssociation.

Read more: Northwoods Credit UnionArena

Northwoods Credit Union Arena

Cloquet, Minn.

An ESPN writer once noted that “to step into the world of hockeyin Minnesota is to step into a bit of a Bizarro World” where highschool hockey games are often times more popular than any NHLmatch.

So when board members of the $70 million Northwoods Credit Union in Cloquet, Minn., were approached tosign a naming rights deal for a hockey arena, they unanimouslyjumped on the opportunity.

“Hockey is such a big part of Cloquet and its history, and thereare so many of our members and their children who have playedhockey or are still playing, as well as a lot of coaches,”Northwood CU President/CEO Barb Brown told the PineJournal, a local newspaper.

Indeed, the small town of Cloquet is the proud producer of threeNHL players, and two of them played for teams that won the StanleyCup.

In addition to the credit union's logos throughout the arena,including the ice rink, employees wear Northwood CU t-shirts whenthey are operating the concession stand during varsity high schoolgames.

“While there is no easy way to put a monetary return on ourinvestment, we have been able to see a return from communityrecognition,” Brown said. “We were the 'paper mill credit union'for our first 70-some years. We've since expanded to include thosewho live, work, worship, attend school or volunteer in Carlton orPine counties. Getting the word out has definitely provendifficult. However, once we took over the naming rights to thearena, we really started seeing some community recognition.”

Read more: DCU Center

DCU Center

Worcester, Mass.

In 2004, the $5.1 billion Digital Credit Union in Marlborough, Mass., got the green lightfrom the NCUA to serve the city of Worcester, and the cooperativeneeded to step up its marking efforts to make consumers aware ofthe credit union's presence.

After much research and evaluation, DCU decided to purchase thenaming rights of the city-owned Worcester Centrum Centre where morethan 1 million people gather for concerts, conventions and sportsevents, such as NCAA March Madness tournaments, a minor leaguehockey team, the Worcester Sharks, and professional bullriding.

In addition to the indoor and outdoor DCU signs, the creditunion operates ATMs throughout the center and a marketing kioskwith literature and computer access for members. DCU also hassponsored family entertainment and sports events such as the BostonPops Orchestra Holiday concert, the Harlem Globetrotters andnational gymnastic competitions.

“For the first few years of the agreement, we calculated thevalue of the naming rights benefits and the exposure on an annualbasis,” said Tim Garner, senior vice president of marketing andstrategy at DCU. “This includes the value of our name and logobeing included in all advertising for events at the facility. Ithas always exceeded each year's share of the total naming rightscosts.”

The DCU Center recently underwent a $23 million renovation andexpansion project that included exterior and interior improvementssuch as a redesigned box office, four new event suites, retailspaces along an expanded concourse and revamped restrooms as wellas upgrades to the mechanical, electrical, and plumbingsystems.