• by Tanya Gazdik , Yesterday

U.S. Bank has inked the first standalone NFL banking deal in 30 years.

“The bank enters a newly defined NFL banking category after the league split financial services rights into separate deals,” according to DesignRush. “The deal includes Super Bowl MVP sponsorship and a financial literacy program for players across their careers.”

The partnership builds on an existing relationship.

“The Minneapolis-based company's NFL links date back to 1961, when it became the Minnesota Vikings' official bank,” according to American Banker.

The deal makes U.S. Bank the league’s official bank and wealth management sponsor. 

“The NFL’s retail banking rights had been held by Truist since 2021 as part of a pass-through of Visa’s larger financial services sponsorship, which ended after last season,” according to Marketing Dive. “U.S. Bank is keeping some elements of its NFL partnership under wraps for now, but one component is at the center of the deal: a customized financial guidance program for NFL players called the U.S. Bank Financial Edge.”

The program is part of the NFL’s work to modernize how it helps guide players financially.

“Current Indiana Hoosiers quarterback Fernando Mendoza, a prospective member of the 2026 NFL Draft class, who earned a business administration degree, will serve as U.S. Bank’s chief financial playmaker, according to TwinCities.com.

New creative in the bank’s ongoing “Power of Us” campaign is in development and will feature the NFL’s intellectual property and talent.

“Beyond player-focused initiatives, the partnership will also include a co-developed corporate social responsibility program aimed at community engagement, with additional details expected to be announced in the coming months,” according to Pulse 2.0.