While some credit unions are reaching a new generation ofmembers through in-school branches, the $283 million VelocityCommunity Credit Union is taking a different approach to engagingyoung prospects and their families.

The Palm Beach, Fla.-based cooperative said it is investing inthe naming rights of a high school stadium, while also providingfinancial education and internship opportunities for students,supporting the school store with revenue-sharing co-brandedproducts and providing strategic business planning to help theschool's athletic program raise money.

Velocity Community CU said it is contributing $100,000, or$20,000 annually over five years, that will be used to install anew synthetic turf field at Jupiter Community High School. Inexchange, the stadium will be named Velocity Community Credit UnionStadium through 2018.

“The stadium is also going to be available for the community,which is what really helped us become interested in this wholeproject, because it will enable us to reach the students, theyounger families, get our name out in the community and truly beinvolved in the community,” said Dennis Warzala, chief lendingofficer, who also oversees business development and marketing forthe credit union. “At the end of the day, we're here to buildrelationships and help our members with all of their financialneeds.”

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Jupiter Community High School is conducting an ambitiousfundraising project with an $800,000 goal to pay for the newsynthetic turf field. With Velocity Community CU's contribution,the high school has raised $550,000.

“The Jupiter Stadium Improvement Project will enhance theexperience for our local athletes of all ages while serving thegreater community, linking the school with our town, its residentsand businesses,” said Jupiter Community High School Principal DanFrank. “This partnership makes our project a reality and providesmuch needed financial education support for our students.”

The credit union's logo will be installed above the stadium'spress box, on the side of the building and at other locations. Thelogo also will appear on programs and ID badges.

As part of the naming rights agreement, the credit union willprovide financial education classes and internships for students,as well as sponsor the school's marketing club.

Warzala also said the deal will enable Velocity Community CU todeepen its relationship with the high school in other ways aswell.

For example, the credit union will be providing strategicbusiness planning assistance to help the school's athletic programdevelop new ways to raise funds. Velocity Community CU also will besupporting the school's Warrior Spirit Store and Trading Post.

“We'll be supporting the school store by either giving them somesubsidized products they can sell or do some co-branding of aproduct (such as a payment card) along with some revenue sharing,”Warzala said. “This deal is more than just saying put our name ourlogo up on the stadium, and then it's over. No. That's justbeginning. This (deal) is different and we're very excited aboutit.”