Money meets the frozen tundra. The Green Bay Packers just locked down a massive, multi-year sponsorship deal with Thrivent, officially crowning the Minneapolis- and Appleton-based firm as the team’s go-to financial services partner.
Packers President and CEO Ed Policy talked up the deal on July 13, pointing to shared values and community impact. It is the usual corporate speak, but the money behind it is very real. Thrivent, born from a 2002 merger of two Lutheran fraternal benefit societies, is a heavyweight. They manage a staggering $212 billion in assets and serve over 2.4 million clients.
We do not know the price tag. The financial terms remain locked in a vault.
Still, Thrivent is getting plenty of bang for its buck. Their name will be plastered everywhere. The team’s broadcast and digital hub is being rebranded as Thrivent Studio, meaning their logo will loom behind coach Matt LaFleur during weekly shows and press conferences.
Fans will also feel the squeeze. Thrivent is taking over the pre-game Fan Walkway on Lambeau’s east side, sponsoring the NFL’s charitable “My Cause My Cleats” campaign, and slapping its name on the “Packers Everywhere” fan club network. It is a total marketing blitz.
