Citadel courts Philadelphia through Drexel athletics.
The partnership reflects a growing push by credit unions to use college sports sponsorships to reach younger consumers and expand their brands.
Citadel Credit Union is making a prominent play for visibility in Philadelphia, signing a multi-year agreement with Drexel University Athletics that will put its name on one of the city’s most recognizable college basketball courts while deepening its presence in a market where it is actively expanding.
The Exton, Pa.-based credit union will become the official credit union of Drexel Athletics beginning with the 2026-27 season, a partnership that includes on-court branding at the Daskalakis Athletic Center, campus events, financial wellness programming and collaborations with student-athletes through name, image and likeness (NIL) opportunities.
The agreement comes as Citadel continues to grow beyond its suburban roots. The $6.9 billion credit union, which serves more than 290,000 members through 25 branches, recently opened its first full-service Philadelphia branch in Overbrook Park and plans to add two more city locations, including a Cedar Park branch slated to open in late 2026.
According to NCUA call report data, Citadel earned $16 million during the first six months of 2026, down slightly from $17 million during the same period a year earlier.
“Citadel is proud to become the Official Credit Union of Drexel Athletics and partner with a university that has such deep roots in Philadelphia,” Bill Brown, president and CEO of Citadel Credit Union, said in announcing the partnership.
Fans attending Drexel men’s and women’s basketball games will see Citadel’s logo displayed on Sam Cozen Court, while the agreement also provides branding throughout Drexel’s athletic facilities, including the Vidas Athletic Complex. Citadel will receive broadcast exposure on NBC Sports Philadelphia, digital and social media promotions, game sponsorships and opportunities to engage students through campus activations.
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Youth banking: Growing the next generation of account holders.
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One notable aspect of the partnership centers on financial education.
Citadel and Drexel plan to explore financial wellness initiatives tied to NIL opportunities, helping student-athletes navigate budgeting, money management and long-term financial planning as they increasingly earn income through endorsement deals and sponsorship agreements.
“Our partnership with Citadel Credit Union reflects a strong alignment between two organizations with deep ties to the Philadelphia community and a shared commitment to creating meaningful experiences for our student-athletes and fans,” said Maisha Kelly, Drexel University’s vice president and director of athletics and recreation.
“This collaboration provides a dynamic and highly visible platform to engage our campus and the broader region, and we are confident this partnership will continue to enhance the student-athlete experience and strengthen the Drexel Athletics brand moving forward,” Kelly said.
The agreement also marks another example of credit unions increasingly turning to college athletics as competition for consumer attention intensifies.
Rather than relying solely on traditional advertising, many institutions are seeking visibility through university partnerships that connect them with students, alumni and younger families — audiences viewed as critical to long-term membership growth.
Earlier this year, Boston College Athletics announced its first exclusive financial institution partnership through an agreement with Rockland Federal Credit Union, which is rebranding as Arise Financial. That deal includes field-level branding inside Alumni Stadium.
The trend reached another level when the University of Arkansas announced a long-term naming-rights agreement with CommunityAmerica Credit Union. Beginning with the 2027 football season, Donald W. Reynolds Razorback Stadium will carry the credit union’s name, one of the most visible branding arrangements ever secured by a credit union in collegiate athletics.
For Citadel, the Drexel partnership offers a different kind of opportunity — one closely aligned with its geographic ambitions.
As it expands its branch network within Philadelphia, the credit union is positioning itself alongside one of the city’s largest universities, hoping repeated exposure through athletics, campus events and financial education will introduce its cooperative model to students who may become lifelong members.
“As we continue to grow our presence in the city, this partnership gives us a meaningful way to connect with students, families, alumni, and fans while supporting the energy and tradition of Drexel Athletics.”
– Bill Brown
President & CEO
Citadel 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.
