CFCU, a non-profit financial institution headquartered in Plymouth, Mich., has finalized a marketing partnership with the Detroit Lions that will include a significant branding presence and purposeful engagement with fans throughout the 2023-2024 season.
"We knew this was an incredible values match for CFCU," said CFCU President and CEO Tansley Stearns. "We believe in creating belonging at CFCU, by demonstrating relentless care for our communities, making every second matter with our commitment to hustling and hard work, and celebrating with a sense of Huzzah! Everything we saw in the Lions’ coaches, players and administration evoked all the same feelings we create for our members and this community."
As part of the Lions partnership, CFCU will have a gameday activation site on Brush Street where visitors can submit their “impossible dreams.” The activation team will then determine how to make those dreams a reality – maybe even before the game is over. The activation strategy reinforces CFCU’s purpose to create joy and ignite impossible dreams. CFCU also sponsors the Lions’ weekly web show, “Inside the Den,” this season.
The Lions partnership is CFCU’s latest effort to meet its members where they are and where they have dreams of being.
“We are excited to bring on a new partner in CFCU and help shape its ‘impossible dreams’ experience for Lions fans on gameday,” said Detroit Lions Vice President of Corporate Partnerships Mace Aluia. “This partnership is a great opportunity to use our shared platforms to not only make memories, but make an impact as well. We are looking forward to fostering community together.”
Earlier this year, CFCU launched its Path to Homeownership program to provide accessible mortgages to Detroiters and others across the state. It also has a Greenlight partnership that helps youth build smart financial habits through debit cards specifically designed to meet their needs.
