EL SEGUNDO, Calif.–First Entertainment Credit Union has entered into a multi-season sponsorship agreement to become the Official Credit Union of the NBA’s Los Angeles Lakers.
The partnership also includes a collaboration with Lakers’ star Anthony Davis.
As the Lakers’ Official Credit Union, First Entertainment said it will have the opportunity to make fans of the team aware of the financial tools, resources and services FECU makes available to its members.
The sponsorship also includes extensive in-arena branding and promotions during Lakers home games and at Lakers-related events at L.A. Live (an entertainment complex in downtown Los Angeles that includes the arena), “unique activations” and fan moments in and around STAPLES Center during Lakers’ games and out-of-home advertising throughout the L.A. community, among other opportunities during the season and post-season, according to the credit union.
Partnership With Player
In addition, First Entertainment is also launching an individual partnership with Lakers forward Anthony Davis. As part of the partnership, First Entertainment and Davis have collaborated on a newly released content video titled, “All Dreams Apply Here.”
“In the video, Davis acknowledges Los Angeles as the city of dreams where every day different aspiring talent from all walks of life arrive to pursue their dreams and be competitive among the elite,” the credit union said. “Anthony’s own story and love for Los Angeles is no different. He and First Entertainment will commit themselves to help the financial literacy of the Los Angeles Community.
The video can be viewed here.
“Coming to L.A. as both a basketball professional and entrepreneur has been a dream come true and something for which I feel incredibly fortunate,” said Davis, a seven-time NBA All-Star. “We have big championship aspirations this year as Lakers, and that is very much mirrored in my own off-court goals as an individual. Teaming with First Entertainment is a major step in that part of my dream. I look forward to having them as a strong ally and specialist when it comes to financial backing for everything that I do in the future.”
‘A Rich Legacy’
Added First Entertainment CU Chief Marketing Officer Amondo Redmond, “We take pride in having a rich legacy among our passionate and creative membership, the entertainment industry at large, and the City of Los Angeles. It is our strong relationships that define who we are as a long-time staple in L.A.’s financial sector. Having the Lakers and Anthony Davis on board with us starting this season is a big part of the new direction we want to take in 2020 and beyond. This is not just about brand awareness; it is about helping build Anthony’s relationship with this extraordinary city, redefining what First Entertainment brings as an ally to the entertainment capital of the world, and expanding our brand’s own story within the L.A. lifestyle, sports and entertainment space.”
The $1.5-billion First Entertainment has more than 85,000 members.