The National Basketball Association (NBA) and SoFi have jointly announced a multi-year partnership, designating SoFi as the official banking partner of the NBA, NBA G League, NBA 2K League, and USA Basketball. SoFi, a bank and personal finance company, will also serve as the official entitlement partner of the SoFi NBA Play-In Tournament.
“SoFi’s innovation in the financial services space and commitment to providing accessible resources to enhance financial literacy aligns with our efforts to make a lasting impact in the communities where we operate,” said Kerry Tatlock, NBA Executive Vice President of Global Marketing Partnerships and Media.
SoFi is also collaborating with five-time NBA All-Star Jayson Tatum to establish the SoFi Generational Wealth Fund, contributing $1 million to promote financial literacy and create sustainable wealth for future generations.
The SoFi NBA Play-In Tournament, scheduled for April 16-19, will feature teams ranked seventh to tenth in each conference competing for a spot in the NBA Playoffs presented by Google Pixel. A co-branded SoFi NBA Play-In Tournament logo will be used, promoted throughout the NBA season, tournament games, social media, and in-arena signage.
“SoFi is proud to partner with the NBA to establish our brand as a trusted household name. As the next generation of banking, we aim to assist millions of NBA fans nationwide in achieving their financial goals,” said Anthony Noto, CEO of SoFi.
The SoFi Generational Wealth Fund, in partnership with the Jayson Tatum Foundation, extends Tatum’s S.M.A.R.T. Project to support single parents and promote financial literacy, education, and homeownership.
“SoFi’s innovative approach to financial services aligns perfectly with our mission to empower communities,” said Tatum.
Beginning February 13, SoFi will launch the SoFi Zero Giveaway sweepstakes, offering fans who open a SoFi Checking and Savings account a chance to win $10,000 weekly. SoFi will collaborate with the NBA’s national media partners, Disney and TNT Sports, and participate in events such as NBA All-Star 2024.
As the official banking partner of the NBA, SoFi provides an award-winning banking experience, high-yield APY’s, and no account fees, along with financial tools to manage borrowing, saving, spending, and protection, all within one app
