Packers Seal Long-Term Deal With Thrivent

The Green Bay Packers and Thrivent announced a long‑term sponsorship on July 13, naming the Minneapolis‑ and Appleton‑based financial services firm the team’s official partner. Packers President and CEO Ed Policy said the agreement reflects both organizations’ goals to strengthen communities and deliver exceptional service. Thrivent President and CEO Terry Rasmussen highlighted shared Wisconsin roots and a purpose‑driven approach to finance.

Thrivent traces its origins to a 2002 merger of the Aid Association for Lutherans—started in Appleton—and the Lutheran Brotherhood of Minneapolis. Today the company serves more than 2.4 million clients and manages $212 billion in assets. The firm’s large Appleton campus underscores its deep local ties.

Integration of Branding and Studios

The partnership rolls out through several visibility touchpoints across the stadium and media ecosystem. A new space called Thrivent Studio will house the Packers’ broadcast, digital and social content operations, with the firm’s branding woven into every production. Fans will also see Thrivent’s logo on the media auditorium backdrop and during press conferences.

• Thrivent’s branding appears in the media auditorium backdrop and at Packers press conferences, giving the firm a constant presence for journalists and viewers.

• A dedicated Fan Walkway on the east side of the stadium will feature Thrivent signage before kickoff, creating early‑game engagement.

• Thrivent becomes the presenting sponsor of the My Cause My Cleats initiative, linking player‑customized cleats to charitable causes each game.

• The firm also sponsors Packers Everywhere, the global fan‑engagement platform that unites fan clubs, runs contests and hosts pep rallies on the road.

Community Impact and Future Outlook

Both organizations emphasized a focus on community impact, pledging to launch a joint program that leverages Thrivent’s financial expertise and the Packers’ regional reach. Terry Rasmussen described the effort as a way to “share our purpose‑based approach to finances” and to create lasting change. Ed Policy noted the alignment of each company’s commitment to serving local communities.

With Thrivent’s deep Wisconsin roots and its $212 billion in managed assets, the deal adds a financially storied partner to the Packers’ roster of sponsors. The multi‑year agreement positions the team to expand digital content production while reinforcing its civic initiatives. Looking ahead, the partnership is expected to introduce more fan experiences that blend sports with financial education across the Midwest.

The sponsorship marks a strategic step for both the Packers and Thrivent as they aim to grow awareness, deepen fan connections and deliver community value well into the next decade.