Thrivent is now the Official Financial Services Partner of the Green Bay Packers, bringing its purpose-based approach to financial advice and generosity to fans in Wisconsin and nationwide.
MINNEAPOLIS, July 13, 2026 /PRNewswire/ -- The Green Bay Packers and Thrivent today announced a new multi-year agreement for the Fortune 500 financial services company to serve as the Official Financial Services Partner of the Green Bay Packers. The partnership will bring Thrivent to fans at Lambeau Field and nationwide through a mix of in-person and digital experiences and support local nonprofit organizations through a new community impact program named Game Changing Players.
"We're proud to partner with Thrivent, an organization known for its deep roots in Wisconsin," said Packers President and CEO Ed Policy. "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. We look forward to integrating Thrivent into Lambeau Field in new and unique ways while collaborating on prominent fan-facing and community initiatives."
"Partnering with the Green Bay Packers puts Thrivent in front of millions of fans through one of the most trusted and recognizable franchises in sports," said Terry Rasmussen, president and CEO of Thrivent. "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. 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."
Reaching fans through branded content and gameday moments
The new partnership will highlight Thrivent as the Official Financial Services Partner of the Green Bay Packers in four prominent ways:
Thrivent Studio is now the home to the Packers' broadcast, digital and social content operations. Thrivent's branding will be prominently integrated into all studio productions, including Total Packers with Matt LaFleur and a wide range of year-round features connecting fans to the team.
Thrivent will also be featured in the Packers' media auditorium backdrop and during Packers press conferences.
Thrivent will have a presence on the Fan Walkway on the east side of the stadium prior to kickoff. Details will be finalized by the home opener.
Thrivent will also serve as the presenting sponsor for the Packers' involvement in the My Cause My Cleats platform, a leaguewide initiative that encourages players to wear customized cleats on certain gamedays to raise awareness and show support for their hand-picked causes.