Century Federal ties its brand to another Cleveland pro sports team.
The Ohio credit union is expanding its reach through a high-profile partnership with the Cleveland Guardians and a broader push into community engagement.
Century Federal Credit Union, a mid-sized institution based in Independence, Ohio, is deepening its ties to Cleveland’s civic identity through a new partnership with the Cleveland Guardians, part of a broader strategy to expand its visibility and community footprint.
The $469 million-asset institution, which serves more than 29,000 members, said this week it has become the “Official Credit Union” of the Major League Baseball franchise under a multi-year agreement. Financial terms were not disclosed.
The deal adds to Century Federal’s existing relationships with the Cleveland Cavaliers of the National Basketball Association and the Cleveland Monsters of the American Hockey League, positioning the credit union alongside the city’s most prominent sports brands.
“As a credit union founded and grown right here in Cleveland, this partnership means a great deal to all of us at Century Federal,” President and CEO Dave Wilde said in a statement. “Being named the Official Credit Union of the Cleveland Guardians is more than a sponsorship—it’s a shared commitment to supporting the people and neighborhoods that make Cleveland home.”
The partnership is expected to include financial literacy programs, educational workshops and other outreach initiatives aimed at local residents. Members will also have access to game-day experiences, ticket promotions and in-stadium engagement tied to Progressive Field, where the Guardians play.
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Century Federal said the agreement is intended not only to raise brand awareness but also to strengthen its role in promoting financial wellness across the region. The move comes as the credit union reports steady financial growth, earning $2.6 million in 2025, up from just under $2 million a year earlier, according to NCUA call report data.
The sports partnerships coincide with plans for physical expansion. Century Federal said it expects to open five additional branches in 2026, signaling a push to broaden its presence in a competitive regional banking market.
Such arrangements are becoming increasingly common across the credit union industry, as institutions seek new ways to compete for attention and loyalty. In January, Wings Credit Union in Minnesota announced partnerships with the Timberwolves and the WNBA’s Lynx, while other institutions have pursued naming rights deals and stadium affiliations.
The growing visibility of credit unions in professional sports has also drawn criticism from banking trade groups, which argue that the sector’s tax-exempt status gives it an advantage in funding high-profile marketing efforts.
“Modern credit unions exploit a tax exemption created nearly a century ago,” Rebeca Romero Rainey said, contending that the exemption now subsidizes “outsized marketing budgets” and expansion strategies more typical of national financial firms.
For Century Federal, however, the strategy is framed as an extension of its local roots. The credit union said its partnerships reflect a shared commitment to Cleveland and its communities, aligning its brand with institutions that symbolize the city’s identity and resilience.
“As a credit union founded and grown right here in Cleveland, this partnership means a great deal to all of us at Century Federal.”
– Dave Wilde
President & CEO
Century Federal Credit Union
Ken McCarthy is manager of marketing communications at Tyfone, where he monitors the credit union industry and contributes to conversations shaping its future. He previously covered credit unions and community banking for American Banker and S&P Global Market Intelligence. He holds a journalism degree from Point Park University and has more than 15 years of experience covering financial services. He is also the author of three literary fiction novels.
