Mar 6, 2025
LAWRENCE, Kan. – Kansas Athletics and Jayhawk Sports Properties are excited to announce a multi-year partnership extension with Meritrust Credit Union, expanding the Official Financial Well-Being Partner’s role to become the Official Credit Union of Kansas Athletics.
The Wichita-based Meritrust Credit Union, a dedicated partner of Kansas Athletics for more than a decade and now the Jayhawks’ exclusive credit union, continues in its role providing financial education resources for Jayhawk student-athletes.
“Meritrust has been a valued partner of not only our athletic department but specifically for our Jayhawk student-athletes,” said Travis Goff, Director of Athletics and Vice Chancellor at the University of Kansas. “We’re thrilled to continue our relationship with them and bring financial wellness to our student-athletes and community.”
Meritrust Credit Union’s comprehensive support of Kansas Athletics includes presenting sponsorship of a pair of Learfield Studios original content series – Beyond the Booth and Beyond the Phog – featuring behind the scenes content of the Kansas football and men’s basketball programs.
Numerous Jayhawk student-athletes – including quarterback Jalon Daniels – have and will continue to represent Meritrust Credit Union in various NIL activation campaigns including digital, print and broadcast advertisements, combining student-athlete influencer marketing and KU Athletics logos to enhance promotion of the Meritrust brand.
“This new partnership with Kansas Athletics directly reflects our commitment to empowering student-athletes with the knowledge and resources they need to make informed financial decisions,” said James Nastars, CEO of Meritrust Credit Union. “Through workshops, seminars, and personalized financial advice, we believe we will help students develop essential skills that will serve them well throughout their lives. We look forward to making a bigger impact among KU students and the wider community.”
Meritrust Credit Union will also utilize Fan365 – a programmatic digital sponsorship and marketing platform – to provide targeted, fan-specific messaging to build awareness of their services to assist in the Jayhawk fanbase and community’s financial journeys.
“We’re ecstatic to see Meritrust Credit Union become the Official Credit Union of Kansas Athletics,” said Marc Tuttle, Vice President and General Manager of Jayhawk Sports Properties. “Their willingness to provide opportunities for our student-athletes through financial education and NIL opportunities while providing an incredible offering of financial services to the community makes them a terrific partner for the Jayhawks.”
Jayhawk Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for Kansas Athletics and oversees all sponsorship agreements on behalf of the Jayhawks. Jayhawk Sports Properties does not represent the student-athletes themselves but collaborates with corporate partners to maximize sponsorship agreements with the inclusion of NIL programs and the integration of university marks and logos within those programs.
About Meritrust Credit Union
Meritrust Credit Union has helped members do more with their money since 1935. Meritrust is headquartered in Wichita, Kansas, with branches also located in Andover, Derby, Lawrence and Manhattan. With a mission of improving the lives of members and the communities they serve, Meritrust offers consumers and businesses the products, services, tools and education needed to achieve their financial well-being goals confidently. For more information, visit meritrustcu.org. Federally insured by NCUA.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.
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