Desert Schools Federal Credit Union teams up with Arizona Cardinals NFL star, Larry Fitzgerald to make a difference

Arizona Credit Union Looks to Marketing with Professional Sports Partnerships for Branding, Community Commitment Opportunity

PHOENIX, AZ (October 1, 2013)Desert Schools Federal Credit Union, the largest not-for-profit membership-based financial institution in the state of Arizona, announced the credit union’s recent partnership extension with Arizona Cardinals star Wide Receiver, Larry Fitzgerald. Fitzgerald signed on with Desert Schools for the 6th consecutive year, starting the 2013 NFL season with an ad campaign focused on commitment – to both the community and Desert Schools’ members.

“Larry Fitzgerald is an elite athlete who focuses on dedication, teamwork and giving back, which is why the relationship is a perfect fit for Desert Schools. We pride ourselves on having that same commitment to our members and the community and feel fortunate to work with someone as talented both on and off the field as Larry.  Professional sports teams and players have a large platform to represent the causes that are dear to them and we commend Larry for his work in our community,” said Cathy Graham, VP of Marketing for Desert Schools.

The credit union has relationships with three professional sports organizations who share their dedication to enhancing the local community; the Arizona Cardinals, Phoenix Suns and Phoenix Coyotes.

“We began exploring the possibility of professional sports partnerships 10 years ago, and as we’ve worked each year to maximize our activation efforts through these relationships the decision to recommit each year since has been an easy one. We look forward to our future with Larry Fitzgerald and the teams we partner with as proud members of the Valley community.”

Desert Schools’ partnership with the Arizona Cardinals and Larry Fitzgerald has seen tremendous success with a campaign message encouraging members to “Carry Larry In Your Wallet”, featuring the exclusive Larry Fitzgerald Visa debit card. Fitzgerald’s hard work and commitment to giving back extends off the field with The Larry Fitzgerald First Down Fund, established to help kids and families find activities during the summer, support in times of crisis and find health-related organizations that support families.

Fitzgerald’s ad campaign with Desert Schools went live within the Phoenix market in early September. Television spots began airing in late August. TV, radio, online and social round out the campaign and are set to run in-market throughout the NFL season.

Now approaching its milestone 75th anniversary year, Desert Schools has built its foundation on a fundamental passion for advocating positive change throughout Valley communities. The organization has strived to engage and enrich Valley communities, believing its success is directly connected to its ability to help individuals and their families achieve a better quality of life.

Desert Schools remained committed to giving back financially in 2012 and coordinated fundraising efforts with employees, vendors and partners donating more than $770,000 to the community, raising $395,000 for the Children’s Miracle Network, $244,000 for the United Way and $110,000 in community grants last year.

The credit union recently announced crossing a cumulative donation milestone of more than $2 million, benefitting the 1 Darn Cool School Program at Phoenix Children’s Hospital through the Children’s Miracle Network.

About Desert Schools Federal Credit Union
Desert Schools is Arizona’s largest credit union with $3.4 billion in assets, 370,000 members and more than 50 locations. As a not-for-profit cooperative, Desert Schools has been serving members for nearly 75 years with stellar service, innovative products, community outreach and education. Learn more at

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