Overview
AlumniFi, Michigan State University Federal Credit Union’s innovative digital financial brand, and the Detroit City Football Club sought to create a transformative sports marketing partnership that elevated both brands.
Challenge
- Facilitate a groundbreaking financial partnership and a naming rights deal for Detroit’s only privately financed professional sports stadium.
- Coordinate high-impact announcement events and generate a measurable earned media lift across the two major milestones.
Solution
Deal Architect
Coordinated the multiphase partnership to maximize both financial and visibility impact.
Strategic Communications
Crafted unifying messaging to help AlumniFi reach younger, community-minded audiences and secure a founding-level partner for the new DCFC stadium development and support club growth.
Event Producer
Organized and produced two distinct, successful events:
- Business-focused press conference for front-of-kit design and exclusive financial partner sponsorship.
- Large-scale community celebration to announce the stadium naming rights.
Results
300
Media mentions
800M
Reach
$191.10k
Publicity value
Earned media relations for the jersey sponsor and stadium naming rights announcements generated more than 300 media mentions with an audience reach of more than 800M and total publicity value of $191.1K.