wings credit union + st. thomas athletics

The Opportunity
In 2022, Wings Credit Union identified a strategic priority: expand its entry-level membership base by connecting with young consumers beginning their financial journeys. The organization recognized that sports could provide a powerful platform to reach this audience but sought a solution that delivered meaningful impact without requiring the massive investments typically associated with major sports sponsorships.

To explore this opportunity, Wings engaged THE SPORTS CONSULTING TEAM to identify a partnership that could authentically connect the brand with young consumers while supporting the organization’s long-term growth objectives.

The Strategic Alignment
At the same time, the University of St. Thomas was entering a historic moment in its Athletics program. After decades of success at the Division III level, St. Thomas had recently transitioned to Division I competition and was preparing to open a new state-of-the-art arena for its basketball and hockey programs.

Recognizing the natural alignment between the two organizations, THE SPORTS CONSULTING TEAM facilitated and structured a strategic partnership positioning Wings Credit Union as the Official Banking Partner of Tommie Sports and St. Thomas Athletics.

The Partnership
The exclusive agreement created a meaningful connection between Wings and the university community while supporting the growth of St. Thomas Athletics. Key elements of the partnership include:

• Co-branded banking products designed specifically for students and alumni
• Financial literacy programming for students and student-athletes
• Scholarship contests supporting students and the St. Thomas community
• Philanthropic contributions benefiting the athletic department and student-athletes
• Brand visibility and engagement across Tommie Sports platforms and events
• NIL partnerships with multiple student-athletes
   

The Impact
The partnership provides Wings Credit Union with an authentic platform to engage the next generation of members while aligning the brand with one of the most exciting new chapters in Division I Athletics.