Strengthening community ties through credit union partnerships

While critics sometimes question whether stadium naming rights align with the credit union mission, Flagler Credit Union, a division of Dort Financial, says its partnership with Florida Atlantic University (FAU) proves otherwise in an op-ed published in Tyfone.  

Dort Financial Credit Union President/CEO Brian Waldron explains how these sponsorships allow credit unions the opportunity to expand awareness to surrounding communities, “including low-income neighborhoods that need us most.”  

“When our name is in lights, we are visible, trusted, and accessible not just in branches or online, but in the lives and homes of our communities; precisely where we belong,” he wrote.

Since Flagler Credit Union secured naming rights to FAU’s stadium in late 2024, membership among low-income households has risen 8% in southeast Florida, with the branch nearest the venue seeing a surge in new, younger members. Waldron points to these results as evidence that visibility can drive inclusion, especially for students and first-generation families.

He emphasized that these partnerships are long-term, local commitments that expand access and normalize membership among groups—often overlooked by big banks.  

“If credit unions want to grow, especially among Gen Z, unbanked populations, and lower-income households, we need a bold presence," wrote Waldron. "Stadium naming rights are that bold presence.”

Read the full op-ed. In a financial landscape dominated by billion-dollar ad budgets from big banks and fintechs, strategic, mission-driven marketing gives credit unions a voice. America’s Credit Unions will continue to educate lawmakers and the public about this important distinction as bank lobbyists try to paint a misleading picture.