From left to right: Lawson Luckie, Associated CU President/CEO C. Lin Hodges and Gunner Stockton. (Credit/Associated CU)
As the 2025 football season approaches, several credit unions are launching new NIL deals and athletic organization partnerships, or expanding upon existing ones, with goals of giving back to their communities, promoting financial education and building their brand awareness. Here are five new deals encompassing a variety of sports that were announced in recent weeks.
1. Associated CU & Georgia Bulldog Student-Athletes Gunner Stockton and Lawson Luckie
The $2.2 billion Associated Credit Union in Peachtree Corners, Ga., announced Tuesday that it entered NIL (Name, Image and Likeness) agreements with two student-athletes from the University of Georgia's Georgia Bulldog football team for the 2025-26 school year: Quarterback Gunner Stockton and tight end Lawson Luckie. Both athletes will participate in advertising and community events with the credit union this school year.
Stockton, who is projected as the starting quarterback in 2025, appeared in five Georgia Bulldog games last season, most notably in beating Texas in the SEC Championship Game before starting the Allstate Sugar Bowl. Luckie appeared in all 14 games last season and is expected to play a key role in the team's offense in 2025.
“Associated Credit Union is excited to expand our Name, Image and Likeness partnerships with student-athletes who attend the University of Georgia,” Associated CU President/CEO C. Lin Hodges said. “We’re particularly excited to work with Gunner from Clayton, Ga., and Lawson from Norcross, Ga. These athletes exemplify the power, passion and leadership that define their sports and inspire their communities.”
2. Keesler Federal & LSU Athletics
The $4.3 billion, Biloxi, Miss.-based Keesler Federal Credit Union announced July 23 that it signed a five-year sponsorship agreement with Louisiana State University and is now a “Proud Partner of LSU Athletics.” The agreement takes effect at the start of the upcoming football season and covers all LSU sports, including football, basketball, baseball and women’s gymnastics.
According to Keesler Federal, the new partnership coincides with the credit union’s upcoming expansion across Louisiana that will result from its merger with Jefferson Financial Federal Credit Union. Once the merger is complete, Keesler Federal will gain 14 branch locations from New Orleans to Baton Rouge, La., the credit union said.
As a result of the partnership, Keesler Federal will be promoted in LSU venues Tiger Stadium, Alex Box Stadium and the Pete Maravich Assembly Center, and across LSU social media.
“We are proud to support LSU Athletics and their student-athletes, and to be associated with their globally-recognized standard of excellence,” Keesler Federal President/CEO Andy Swoger said. “The partnership will serve Keesler Federal well as we significantly expand our brand across the region.”
3. TDECU & Houston Texans Quarterback C.J. Stroud
The $4.8 billion, Lake Jackson, Texas-based TDECU announced July 26 that it has expanded its existing partnership with the Houston Texans by making the NFL team’s quarterback, C.J. Stroud, a brand ambassador for the credit union.
The partnership will kick off during this year’s NFL preseason as Stroud is featured in a new TDECU brand campaign. In addition, TDECU said it has donated $30,000 to the C.J. Stroud Foundation, the athlete’s nonprofit that supports single mothers, low-income families and youths in sports.
“This partnership represents a significant next step for TDECU,” TDECU President/CEO Isaac Johnson said. “As a company, we are dedicated to empowering our members and fostering growth within our communities. Our partnership with C.J. Stroud not only strengthens our connection with our members but also enhances our service to the Houston area and beyond. We are thrilled to deepen our relationship with the Houston Texans and align with a player who shares our commitment to excellence, leadership and community impact. Go Texans!”
4. 7 17 CU’s New Akron RubberDucks Visa Credit Card
Like TDECU, the $1.8 billion 7 17 Credit Union announced an expansion of an existing sports team partnership – the Warren, Ohio-based credit union released a co-branded credit card with the Akron RubberDucks, a minor league baseball team and the Double-A affiliate of the Cleveland Guardians. 7 17 CU became the official credit union of the Akron RubberDucks earlier this year.
The Akron RubberDucks Visa Credit Card, which 7 17 CU unveiled July 31 during the RubberDucks’ matchup against the Erie SeaWolves, allows cardholders to give back to their communities every time they use it. With each transaction, the credit union contributes 7.17 cents to local nonprofit programs supported by the RubberDucks. The card has a starting APR of 7.17% and no fees for balance transfers, cash advances or annual use, the credit union said.
“This partnership is about more than branding – it’s about building something meaningful together,” 7 17 CU President/CEO John Demmler. “We’re honored to work alongside the RubberDucks to support initiatives that matter in the community, while offering real financial benefits to the people who live here.”
5. Mission Fed & San Diego Padres Star Jackson Merrill
Finally, the $6.8 billion, San Diego, Calif.-based Mission Federal Credit Union announced Friday that it has launched a collaboration and multi-year agreement with Jackson Merrill of the San Diego Padres Major League Baseball team. Mission Fed is currently in the midst of a multi-year sponsorship deal with the Padres.
The new partnership will include teaming up with Merrill to give back to the community through initiatives that support the region’s youth, as well as pet and animal welfare. Mission Fed said it also has plans for a financial education series featuring Merrill and autographed giveaways.
Outfielder Merrill’s recent accomplishments include being named a 2024 National League Rookie of the Year runner-up, hitting .292 with 24 home runs, 90 RBIs and 16 stolen bases during his inaugural season, and signing a nine-year contract extension with the San Diego Padres that begins in 2026.
“This is an exciting time for Mission Fed and our members. We feel this collaboration is built on both performance and integrity, and we wholeheartedly welcome Jackson Merrill to our Mission Fed family,” Mission Fed President/CEO Doug Wright said. “We look forward to working together to support our community and get the word out about financial empowerment.”
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