JOHNSON CITY, Tenn. — Two more credit unions have announced branding partnerships witih universities.
In the Volunteer State, the Kingsport-based, $10.1-billion Eastman Credit Union will sponsor jersey patches for East Tennessee State University’s men’s and women’s basketball teams and baseball team beginning with the 2026-27 season, according to reporting by WJHL.
The credit union’s logo will appear on the teams’ uniforms during regular-season competition. The first appearance is scheduled for Sunday, when the ETSU men’s basketball team faces High Point in a charity exhibition at Freedom Hall, WJHL reported.
The agreement comes after NCAA rules began permitting Division I schools to display additional corporate logos and patches on uniforms and equipment during competition outside NCAA championships, according to the university.
ETSU said the partnership is intended to extend beyond athletics, with the credit union helping student-athletes develop financial skills for life after graduation.
“We are excited and proud to support ETSU’s basketball and baseball programs, but the value of this partnership extends far beyond the jersey patches,” Eastman Credit Union President and CEO Kelly Price said in a university release cited by WJHL.
Price said the credit union, which is the official credit union of ETSU Athletics, plans to engage with student-athletes, other students and fans at games and on campus. She said the partnership will emphasize financial literacy, money management and long-term financial well-being.
Revenue and Financial Education
ETSU Athletic Director Richard Sander said the sponsorship will provide additional revenue as colleges adjust to changes in the economics of athletics.
“With the dramatic changes in the college athletics landscape, every opportunity to generate incremental revenue becomes increasingly important,” Sander said in the university release.
Sander said Eastman Credit Union’s investment will support revenue sharing and demonstrate the importance of partnerships between local businesses and ETSU Athletics.
The sponsorship arrangement was facilitated by Van Wagner, ETSU Athletics’ multimedia rights and corporate partnerships partner, according to WJHL.
CU Partners With Hawkeyes
Separately, in Iowa, the $922-million Community Choice Credit Union said it has entered in to a partnership with University of Iowa Athletics to offer the Hawkeye Gold Card to the university.
According to UI Athletics, the Hawkeye Gold Card will help fund revenue-sharing opportunities for Hawkeye student-athletes. Every transaction on the Hawkeye Gold Card will give back 1% to the cardholder and 1% to Hawkeye athletes, the organizations said.
“With every purchase, they’re not only earning for themselves, but also directly supporting Iowa student-athletes and helping build championship-caliber programs,” CCCU CEO Josh Cook said in a statement. “It’s a win for our members, a win for Hawkeye Athletics, and a win for our entire community.”
