LAWRENCE, Kan. – Meritrust Credit Union said it is partnering with University of Kansas Athletics and Jayhawk Sports Properties on a multi-year partnership extension to expand from being Official Financial Well-Being Partner’s role to becoming the Official Credit Union of Kansas Athletics.

The Wichita-based Meritrust Credit Union has partnered with Kansas Athletics for more than a decade and said that now that it is the  Jayhawks’ exclusive credit union it will continue in its role providing financial education resources for Jayhawk student-athletes.

The $2-billion Meritrust Credit Union said its support of Kansas Athletics includes presenting sponsorship of a pair of Learfield Studios original content series – Beyond the Booth and Beyond the Phog – featuring behind the scenes content of the Kansas football and men’s basketball programs.

Athletes in NIL Deals

Numerous Jayhawk student-athletes – including quarterback Jalon Daniels – have and will continue to represent Meritrust Credit Union in various NIL activation campaigns including digital, print and broadcast advertisements, combining student-athlete influencer marketing and KU Athletics logos to enhance promotion of the Meritrust brand, the credit union said.

“This new partnership with Kansas Athletics directly reflects our commitment to empowering student-athletes with the knowledge and resources they need to make informed financial decisions,” MCU CEO James Nastars said in a statement. “Through workshops, seminars, and personalized financial advice, we believe we will help students develop essential skills that will serve them well throughout their lives. We look forward to making a bigger impact among KU students and the wider community.”

Digital Sponsorship

Meritrust Credit Union said it will also utilize Fan365 – a programmatic digital sponsorship and marketing platform – to provide targeted, fan-specific messaging to build awareness of their services to assist in the Jayhawk fanbase and community’s financial journeys.