Altura CU logo adorns new Cal Baptist Arena in Riverside

Part of new marketing partnership

RIVERSIDE, CA (December 6, 2017) — California Baptist University in Riverside, Calif., recently announced a new integrated marketing partnership with Altura Credit Union for its just opened 5,050-seat Events Center. Altura has had an exclusive partnership with Cal Baptist since mid-2014. This latest partnership includes naming rights to the basketball court, which features the Altura logo along each sideline. Altura, the largest credit union in Riverside, is the official credit union of Lancer Athletics and the preferred credit union of the university.

The new state-of-the-art sports arena, which debuted in November, is the only venue of its kind in Riverside. It will be used by both the Lancers men’s and women’s teams. The sports venue is part of the university’s transition to Division 1 within the Western Athletic Conference. Local sports writers have described the Events Center as being light years removed from the old gym.

“Altura Credit Union is incredibly excited about expanding and enhancing our partnership with California Baptist University,” said Jennifer Binkley, President and CEO, Altura Credit Union. “Altura’s history is deeply rooted in education and making a difference in our community.  Cal Baptist University is a valued partner who is committed to education, organizational excellence and education that encourages students to live their purpose.  We look forward to building on our support of the university, its athletic program, and its campus community. This partnership with Cal Baptist is particularly rewarding because it aligns with our mission of enriching lives and empowering dreams. We congratulate Cal Baptist on the Events Center, the latest addition to their fine institution.”

In addition to its on-court presence, Altura also has a branded ATM in the Events Center concourse to complement its other ATMs on campus. Altura also offers a custom CBU debit card featuring the Lancer logo. Altura also sponsors the university’s Athlete of the Week program to honor outstanding sports performance.

“Altura is a tremendous partner for CBU,” said Dr. Micah Parker, director of Athletics at CBU. “Their commitment to the university, Lancer athletics and the community makes it a perfect fit for CBU. We couldn’t have chosen a better partner.”

“Hundreds of thousands of fans will visibly see Altura’s commitment when they step on campus,” said Micah Fuller, associate athletic director at CBU, who spearheaded the partnerships. “From ATMs conveniently located with the events center to the Altura Credit Union center court and across our entire campus, Altura’s visible presence is a crown jewel in our growing university.”

Altura Credit Union’s logo is featured along each sideline of the basketball court at the new state-of-the-art, 5,050-seat Events Center at California Baptist University in Riverside, Calif., as part of a new integrated marketing partnership. Since 2014, Altura has been the official credit union of Lancer Athletics and the preferred credit union of the university. Altura also has added a branded ATM at the Events Center to complement others on campus.

About Altura Credit Union

Based in the Inland Empire for 60 years, Altura Credit Union serves more than 127,000 Members, has $1.352 billion in total assets and operates 13 branch offices in Riverside County.  Membership is open to anyone who lives, works, worships or attends school in Riverside and San Diego counties; selected cities in San Bernardino and Orange counties; as well as U.S. Military, U.S. Government and Civilian employees working at March Air Reserve Base in Riverside County; and retirees of the United States Armed Forces. For more information on Altura, visit, or call 1-888-883-7228.


Carol Kramer for Altura Credit Union
Kramer Communications
Cell: 818-497-5123

More News