All Diamond Award winners in this category are listed below.
Category’s Best winners—marked with a 💎—earned the highest score within their asset grouping.
Assets $250 million – $1 billion | Austin, TX
Howdy Hunt redefined our campus engagement by merging technology with on-the-ground brand activation. We stepped outside the expected playbook and delivered an experience that met students where they are: mobile-first, interactive, and driven by discovery. Rather than relying on standard tabling, flyers, or digital ads, the Howdy Hunt used virtual reality to turn well-known campus landmarks into interactive touchpoints, each revealing a piece of university history, a valuable reward, and a branded debit-card-themed collectible.
This approach didn’t just showcase the CU presence; it wove our brand into the physical fabric of campus in a playful, meaningful, and authentic way. This blend of virtual reality, historical storytelling, community partnerships, and high-value rewards positioned Aggieland CU as forward-thinking and deeply connected to the student experience. The activation was not only fun and innovative but also intentional, data-driven, and scalable, demonstrating a new model for building lasting brand affinity with Gen Z audiences.
Assets greater than $1 billion | Santa Rosa, CA
RCU partnered with nonprofit startup A Simple Gesture on October 20, 2025, to launch our annual Holiday Food Drive with a tech-driven, porch-to-pantry donation model. When local food banks ended costly barrel programs, we innovated to make giving easier and more accessible. We registered over 1,400 donors across the Northern Bay Area—helping fight food insecurity right from their doorsteps. Our first pickup on November 8 was a record-breaker: 15,741 pounds of food collected in one day, surpassing the total gathered over seven years of our previous program. After our second pickup, we totaled 36,000 pounds of food collected, the equivalent of more than 30,000 meals. Together, we’re proving that simple solutions can create big impact.
Assets less than $250 million | Sioux City, IA
This campaign showed how meaningful impact happens when two mission‑driven organizations work together. As our CEO Andrew Barriger said, “Partnering with Unity in Action allows us to directly support those in our community working toward citizenship.” By offering citizenship loans exclusively to participants in Unity in Action’s Citizenship Class, we were able to remove a real financial barrier for individuals already taking the courageous step toward naturalization.
Unity in Action’s Executive Director, Olga Guevara, captured the heart of the partnership when she shared that the program “creates pathways to build credit while addressing the gaps to citizenship.” One key takeaway was how powerful a trusted community partner can be in reaching people who often feel overlooked by traditional financial institutions. This campaign exceeded our goals by strengthening trust, expanding access, and demonstrating our commitment to uplifting immigrant and Hispanic communities in Siouxland.
Assets $250 million – $1 billion | Sioux Falls, SD
The Voyager partnership showed how community-first marketing can build genuine brand affinity in ways traditional financial advertising cannot. By collaborating with a local brewery to create a limited-release product and hosting a purpose-driven event that gave back to the community, Voyage met people where they already gather and connect. The campaign blended creativity, local pride, and philanthropy to spark organic engagement and conversation, while reinforcing Voyage’s identity as a modern, approachable credit union. The key takeaway: when brands support local culture and causes authentically, community loyalty follows.
Assets greater than $1 billion | Tukwila, WA
BECU’s decade-long partnership with the WNBA’s Seattle Storm began with a commitment to elevate women’s sports and evolved into a transformative, category-defining collaboration. When the Storm envisioned a world-class training facility — among the first for the WNBA — BECU stepped in with critical financing.
The result is the BECU Storm Center for Basketball Performance, the league’s first independently owned facility with a naming sponsor. Far beyond a name on a building, this partnership is about shared purpose. For BECU, that means improving financial well-being. For the Storm, it’s using sports to uplift communities. The center hosts youth programs that teach basketball and life skills, while BECU integrates financial education to make concepts like saving and spending fun and accessible. Together, BECU and the Storm prove that investing in people and purpose creates impact far beyond the court.
Assets greater than $1 billion | Green Bay, WI
The Romeo Doubs Toy Drive was a heartfelt holiday marketing campaign featuring Green Bay Packer wide receiver Romeo Doubs, centered around an in-branch toy drive benefitting Toys for Tots. The campaign aimed to foster a genuine connection between the audience and the organization’s mission, showcasing Capital Credit Union’s deep commitment to community and shared success. Through cohesive and compelling campaign assets, the initiative inspired widespread engagement, resulting in over 10,000 organic social media views, 11 media stories, and enthusiastic participation across all branches. Together, the community donated more than 2,500 toys, bringing joy to local children and families while strengthening the bond between the credit union, its members, and broader audiences. This campaign not only highlighted the real impact of generosity but also reaffirmed Capital Credit Union’s role as a trusted partner, inspiring loyalty and active involvement through meaningful initiatives.
Assets $250 million – $1 billion | Lincoln, ME
Downeast Dunkers was designed by Downeast Credit Union to meet our communities where they already gather—high school gyms! We transformed traditional sponsorship into meaningful, face-to-face engagement. By pairing in-person game-night experiences with employee volunteerism, interactive fundraising, and student-led creativity, we learned that authenticity and participation can be a slam dunk. Downeast Dunkers allowed our brand to feel human, approachable, and genuinely invested, particularly with younger audiences and their families.
This campaign exceeded our objectives by strengthening school partnerships, energizing our team members as brand ambassadors, and creating measurable business results, including a 5.23% increase in new youth accounts. Downeast Dunkers reinforced a key takeaway for our marketing team: when a credit union shows up consistently and adds value to local experiences, community trust, brand loyalty, and growth naturally follow.
Assets $250 million – $1 billion | Deptford, NJ
At First Harvest, community reinvestment isn’t optional—it’s our purpose. For more than 85 years, we’ve served our communities, and in 2025 we deepened that commitment through our 85 Acts of Kindness, investing directly in local students and future leaders. We provided $31,500 in scholarships & endowments, expanding access to education and easing the financial burden for those building their futures. We partnered with local colleges including Rowan College of South Jersey, where we created a new financial literacy lab, and Atlantic Cape Community College, where we helped revitalize student spaces designed to reflect students’ potential and ambition. Our commitment extends beyond the classroom through the annual First Harvest Scholarship Program, which awarded $17,000 to deserving students, as well as our Future Bankers programs, that provided hands-on career experiences for local high school students. By investing in education, opportunity, and community, First Harvest is helping today’s students become tomorrow’s leaders.
Assets $250 million – $1 billion | Pocatello, ID
The Julian Bowie NIL partnership demonstrates how Name, Image, and Likeness opportunities can be used thoughtfully to build authentic community connections. By partnering with a locally rooted student athlete, Lookout Credit Union strengthened brand relevance, supported education and athletics, and reached new audiences in a meaningful way. The initiative reflects Lookout’s belief that modern marketing works best when it is grounded in shared values and genuine relationships.
Assets greater than $1 billion | Wichita, KS
To launch Meritrust into the Denver DMA, we built trust fast by showing up where community pride already lives: CU and CSU athletics. By partnering with NIL athletes and delivering premium video across broadcast TV and CTV, Meritrust introduced its brand through recognizable faces and authentic storytelling that aligned with fans’ passion and community values.
The campaign demonstrated that awareness grows faster when a new-to-market brand earns credibility by supporting local priorities. Our key takeaway: pairing NIL with a high-reach video strategy isn’t just a sponsorship—it’s a trust accelerator when the message reinforces long-term commitment rather than a short-term splash. With a full-market takeover approach focused on reach and frequency, Meritrust quickly established visibility and reputation while laying the groundwork for ongoing community engagement.
Assets greater than $1 billion | East Lansing, MI
The AlumniFi partnership with Detroit City FC demonstrates how community-driven collaboration can deliver meaningful brand and business impact. By embedding itself into DCFC’s culture—from jerseys and matchday experiences to financial education and the development of AlumniFi Field—AlumniFi became more than a sponsor; it became a trusted partner. The season-long presence generated nearly a billion impressions, substantial earned media value, and measurable membership and deposit growth, while reinforcing a shared commitment to Detroit’s future. This partnership shows that when financial brands invest authentically in community and culture, the result is lasting connection, credibility, and growth.
Assets greater than $1 billion | Knoxville, TN
The partnership demonstrated that long-term, community-focused sponsorships generate deeper engagement than single-point promotions. By aligning with the Knoxville Smokies’ return to Knoxville, ORNL FCU increased brand visibility while reinforcing its role as a committed local partner. During the season, Smokies home games drew a total attendance of 295,460 fans across 64 home games—providing consistent, high-impact exposure. Additionally, off-season events like the Winter Wonderland Light Show attracted 18,968 attendees during December, expanding reach beyond traditional baseball audiences.
A key takeaway was the value of experiential marketing: families and fans connected most strongly when ORNL FCU was present during moments of excitement, tradition, and education. Extending the partnership into branch locations and youth programming further strengthened trust and early brand loyalty. Overall, the campaign met its goals by increasing awareness, building emotional connection, and positioning ORNL FCU as the hometown credit union invested in Knoxville’s growth and future generations.
Assets greater than $1 billion | Lewiston, ID
In 2025, the social media approach evolved from promotional posts to more creative and engaging content, with a focus on partnerships and authenticity. By engaging students on their native platforms and highlighting real voices from the University community, we created content that felt more personal, entertaining, and relevant. From podcast episodes filmed on field of the P1FCU Kibbie Dome to unscripted athlete challenges, our strategy emphasized connection above all else. These efforts not only elevated our engagement but also deepened relationships with students, athletes, and fans. The result was a stronger brand presence built on trust, creativity, and community.
Assets less than $250 million | Lake Charles, LA
Through our partnership with McNeese State University and the McNeese Athletic Foundation, Southwest Louisiana Credit Union elevated brand awareness by meeting the community where its passion lives — in Cowboy athletics. By expanding membership eligibility through Athletic Foundation donations, sponsoring games across every major sport, and engaging fans at games with giveaways and information, we built authentic, lasting connections. We brought our brand to life with a public football tailgate, student-driven promotions like Buckets to Bucks, and fan-focused incentives such as the Cowboy Up CD, where McNeese points directly boosted member savings. Our promotions didn’t just generate excitement — they delivered real impact, resulting in 72 CDs totaling more than $236,000 and a growing student jackpot tied to on-court success. By blending school spirit, creativity, and community-first values, we positioned Southwest Louisiana Credit Union as a bold, innovative brand proudly woven into the McNeese experience.
Assets greater than $1 billion | Laurel, MD
This partnership demonstrated that strategic sponsorships can simultaneously serve your community and your business objectives. By aligning with the Baltimore Orioles Military Cap Program, we connected our brand to an iconic regional institution while honoring veterans in a way that authentically reflected our Tower Cares Foundation mission.
The key takeaway? Consumers increasingly choose financial partners based on shared values, not just rates and products. In a market saturated with competitors offering similar services, this sponsorship differentiated us through meaningful action rather than marketing messages. The extensive exposure—radio, TV, digital, and in-park—delivered brand awareness we couldn't afford through traditional advertising while reaching our exact target demographic of Orioles fans aged twenty-five to fifty-four. Most importantly, we learned that partnerships rooted in genuine institutional values create stronger brand affinity than transactional sponsorships ever could, turning community support into competitive advantage.
