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July 27, 2026
GREEN BAY – A successful partnership isn’t always created on the gridiron.
Such is the case for one of the most iconic professional sports teams and a Wisconsin Fortune 500 financial services company.
The Green Bay Packers and Thrivent recently announced a new, multi-year agreement that Packers officials said combines football and community impact, naming Thrivent the Official Financial Services Partner of the team.
Packers President/CEO Ed Policy said the partnership will bring Thrivent to fans at Lambeau Field and nationwide through a mix of in-person and digital experiences, while also supporting local nonprofit organizations through a new community impact program called Game Changing Players.
“We’re proud to partner with Thrivent, an organization known for its deep roots in Wisconsin,” he said. “Both the Packers and Thrivent are committed to making a meaningful impact across the region, strengthening our communities and serving others while delivering exceptional service.”
Policy said the Packers are looking forward to integrating Thrivent into Lambeau Field in new and unique ways, while collaborating on prominent fan-facing and community initiatives.
Thrivent President/CEO Terry Rasmussen said the partnership with the Packers puts Thrivent in front of millions of fans through one of the most “trusted and recognizable” franchises in sports.
“This partnership allows us to grow awareness of Thrivent, share our purpose-based approach to finances and engage people through high-visibility moments on and off the field,” she said. “At the same time, our shared Wisconsin roots and belief in giving back make this a collaboration that will create lasting change through our new community impact program.”
Craig Benzel, Packers vice president of sales and business development, said the new partnership will highlight Thrivent as the Official Financial Services Partner of the Packers in four main ways:
- Thrivent Studio – The studio, which houses the Packers’ broadcast and digital and social content operations, will feature Thrivent branding across productions, including Total Packers with Matt LaFleur and other year-round fan content.
- Media presence – Thrivent branding will be featured on the Packers’ media auditorium backdrop and during team press conferences.
- Fan experience – Thrivent will have a presence along the fan walkway on the east side of Lambeau Field before kickoff, with additional details expected ahead of the home opener.
- My Cause My Cleats – Thrivent will serve as the presenting sponsor of the Packers’ participation in the NFL initiative, which allows players to wear customized cleats during select games to highlight causes they support.
Benzel said Thrivent also becomes the presenting sponsor of Packers Everywhere, the organization’s fan engagement platform that connects fans around the globe through packerseverywhere.com, home to a worldwide directory of fan clubs and gathering spaces.
“Packers Everywhere hosts contests, sweepstakes and pep rallies at Packers road games and connects with fans globally through social media,” he said. “This will bring Thrivent’s brand and unique approach to finances to millions of new people around the world.”
Thrivent CFO David Royal said the partnership places a significant emphasis on community impact through Game Changing Players, which will highlight select Wisconsin nonprofits that are aligned with Packers Give Back and the team’s existing charitable initiatives.
This year, Royal said Game Changing Players will put the spotlight on Wisconsin nonprofits that serve the focus areas of human services, homelessness and animal welfare.
“The community leaders and volunteers behind the nonprofits will be recognized on gamedays through exclusive experiences, such as pregame video-board features, coverage on packers.com and more,” he said. “The full list of 2026 nonprofit honorees will be finalized ahead of the season opener.”
At the event, Royal announced the Boys & Girls Club of Wisconsin as the first nonprofit partner of the 2026 season.
Following the announcement, more than 100 Thrivent and Packers employees gathered in the Lambeau Field Atrium to pack 1,000 snack bags for the organization.
More on the partnership
Though this is a new partnership, Royal said Thrivent’s predecessor – Aid Association for Lutherans (AAL) – helped tell the Packers’ story by supporting a nationally televised PBS documentary in 1983, “Green Bay Packers: The Grandstand Franchise.”
He said it was AAL’s first venture into funding television, covering both production and national distribution to spotlight the early years of the NFL’s only publicly owned team.
The effort, Royal said, reflected a shared belief that the Packers and their history of community ownership belongs to everyone in Wisconsin.
“The partnership came together because it was a rare opportunity where purpose and business strategy aligned,” he said. “Thrivent and the Green Bay Packers share deep Wisconsin roots, a people-first ownership structure and a long history of serving communities.”
With history and reputation on its side, Royal said the Packers provide a powerful platform to introduce Thrivent to new audiences and tell its story on a much larger scale.
“Just as importantly, both organizations wanted the partnership to be about more than sponsorship – it includes a community impact component that supports Wisconsin nonprofits and strengthens local communities,” he said.
