GREEN BAY, Wis. (WBAY) - The Green Bay Packers and Thrivent have announced a new multi-year agreement naming the Fortune 500 financial services company the Official Financial Services Partner of the Green Bay Packers.
The partnership will bring Thrivent to fans at Lambeau Field and nationwide through in-person and digital experiences.
It also includes a new community impact program called Game Changing Players, which will support local nonprofit organizations.
Fan and gameday activations
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The partnership will be featured in four areas at Lambeau Field and across Packers media platforms.
Thrivent’s branding will be integrated into the Packers’ broadcast, digital, and social content operations, now called Thrivent Studio. Productions will include “Total Packers with Matt LaFleur” and year-round features. Thrivent will also be featured in the Packers’ media auditorium backdrop and during press conferences.
Thrivent will have a presence on the Fan Walkway on the east side of the stadium prior to kickoff, with details to be finalized by the home opener.
The company will also serve as the presenting sponsor for the Packers’ involvement in My Cause My Cleats, a leaguewide initiative that encourages players to wear customized cleats on certain gamedays to raise awareness for causes of their choosing.
Global fan engagement
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Thrivent becomes the presenting sponsor of Packers Everywhere, the team’s fan engagement platform that connects fans around the globe through packerseverywhere.com.
The platform hosts a worldwide directory of fan clubs and gathering spaces, along with contests, sweepstakes, and pep rallies at Packers road games.
Community impact program
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The partnership includes a new program, Game Changing Players, that will highlight select Wisconsin nonprofits aligned with Packers Give Back and the team’s existing charitable initiatives.
In 2026, the program will focus on nonprofits serving human services, homelessness, and animal welfare.
Community leaders and volunteers behind the nonprofits will be recognized on gamedays through pregame video board features, coverage on packers.com, and other experiences.
The full list of 2026 nonprofit honorees will be finalized ahead of the season opener.
The partnership was announced July 13 at the Lambeau Field Atrium, where more than 100 Thrivent and Packers employees packed 1,000 snack bags for the Boys & Girls Club of Wisconsin, the first nonprofit partner of the 2026 season.
“We’re proud to partner with Thrivent, an organization known for its deep roots in Wisconsin,” said Ed Policy, Packers president and CEO. “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.”
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