The Green Bay Packers announced a new multi-year partnership with Thrivent ahead of the 2026 NFL season, expanding the organization’s efforts to strengthen fan engagement while increasing its impact throughout the community. The agreement establishes Thrivent as the Packers’ official financial services partner and creates new opportunities for supporters to connect with the franchise both on and off the field.
The collaboration extends beyond traditional sponsorship by emphasizing meaningful experiences for fans and initiatives designed to benefit communities across Wisconsin. Through the partnership, the Packers and Thrivent plan to develop programs that encourage volunteerism, charitable outreach and stronger relationships with supporters. The shared commitment reflects the franchise’s long-standing emphasis on community involvement as a central part of its identity.
Green Bay Packers, Ed Policy, Network Health
Green Bay Packers president and CEO Ed Policy on the field during Green Bay Packers Family Night on Aug. 2, 2025, at Lambeau Field in Green Bay, Wis.
Fan engagement will also become a major focus of the agreement. The partnership is expected to introduce interactive experiences, special events and exclusive opportunities that bring supporters closer to the team throughout the year. By expanding access beyond game days, the Packers aim to strengthen the connection between the organization and one of the NFL’s most loyal fan bases.
The announcement aligns with Green Bay’s unique ownership structure and community-centered philosophy. Unlike most professional sports franchises, the Packers have consistently prioritized initiatives that create lasting benefits for the region while maintaining strong relationships with fans. The new partnership continues that tradition by combining business collaboration with programs intended to make a positive difference beyond football.
Green Bay Packers Announce Partnership With Thrivent Ahead of 2026 NFL Season
Green Bay Packers, Ed Policy, Foundation
Ed Policy, Green Bay Packers Chief Operating Officer talks about plans for TitletownTech, a 46,000-square-foot building with an innovation center and space for commercial businesses, across from Lambeau Field in Green Bay, Wis. Sarah Kloepping/USA TODAY NETWORK-Wisconsin
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The franchise has partnered with Thrivent to engage better with fans ahead of the new season. This is detailed more in an update posted by the team’s official website.
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 called 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.”
As preparations continue for the upcoming season, the organization remains focused on building success both on the field and within the communities it serves. Strengthening partnerships with organizations that share similar values allows the Packers to expand their reach while supporting initiatives that extend well beyond the boundaries of Lambeau Field. Those efforts reinforce the franchise’s reputation as one of the NFL’s most community-oriented organizations.
The Packers continue to pursue innovation in the way they engage with fans while remaining committed to their longstanding tradition of service. With the new partnership now in place, Green Bay hopes to create meaningful experiences that unite supporters, strengthen communities and further enhance the bond between the franchise and its passionate fan base for years to come.