• by Danielle Oster , Yesterday

KeyBank is partnering with sophomore college football star Jeremiah Smith, as it attempts to connect with a younger audience.

The Ohio State Buckeyes wide receiver broke the NCAA Division I Football Bowl Subdivision freshman record for receiving yards and touchdowns, while helping the team win the College Football Playoff National Championship. Considered one of the top players in college football, Smith is a projected contender for the Heisman Trophy (awarded to the top player in college football), and round one NFL draft pick.

KeyBank’s partnership with Smith includes exclusive name, image and likeness (NIL) rights in the banking category, as well as support for the company’s charitable initiatives.

The company’s first work with Smith launches with a social-first financial education campaign, “The KeyBank Financial Playbook,” which the bank described in a release as “designed to empower individuals with financial knowledge through engaging, football-themed content” via the creation of a “financial wellness platform” designed to reach younger viewers, and sports fans.

In addition to Smith’s football credentials, KeyBank alluded to his “rapidly growing social media presence” and “authentic personal brand” as motivations for the partnership. Smith already has nearly 670,000 followers on Instagram. He also has at least one NIL brand partnership, signing on with Adidas this summer.

“Jeremiah Smith is more than a football phenom, he's a role model for young people, a passionate advocate for education and believes in the power of community and collaboration," KeyBank chief brand officer Patty Jurca said in a statement. "His commitment to using his platform for good aligns perfectly with KeyBank's purpose: to help our clients, our colleagues and our communities thrive."

“Partnering with KeyBank is an opportunity to make a real impact off the field,” Smith added. “As a student-athlete, I see firsthand how important financial literacy is for young people and families.”

The news follows a significant marketing investment from KeyBank in pro football as well. This summer, the brand announced it had reached a naming rights agreement with the Pro Football Hall of Fame, in Canton, Ohio, for a planned event center addition.

According to a release, the KeyBank Center at the Pro Football Hall of Fame will be the area’s largest event center, to be used for Hall of Fame festivities beginning in 2027, as well as community events.