Fresh off a merger creating a $20 billion cooperative, the Minnesota-based lender aligns with the Timberwolves and Lynx amid broader debates over credit unions’ expanding reach.

Just weeks after completing a merger that vaulted it into the ranks of the nation’s largest credit unions, Wings Credit Union has stepped onto a prominent public stage, announcing a multiyear partnership with the Minnesota Timberwolves and Lynx that blends sports branding with community outreach.

On Jan. 1, Wings Credit Union, based in Apple Valley, Minnesota, formally united with Colorado-based Ent Credit Union in what the organizations described as a merger of equals.

The combination created a cooperative serving nearly one million members with approximately $20 billion in assets. The merged institution is transitioning under the Wings Credit Union name, though Ent-branded service centers will continue operating in Colorado during a phased brand transition.

Full systems integration is expected to take until 2028.

Even without the additional scale, Wings has shown strong recent financial performance. It earned $63.6 million in the first three quarters of 2025, sharply higher than the $11.1 million reported during the same period a year earlier.

On Jan. 14, the credit union announced it would become the official credit union of both the Timberwolves and the WNBA’s Lynx, deepening its visibility in Minnesota’s competitive financial services market. The partnership includes branding on the Timberwolves’ practice jerseys, a presence at games and marquee events, and sponsorship of the team’s Retail Artist Series, which features merchandise designed by local artists.

“This partnership reflects our shared commitment to serving the communities we represent,” said Matthew Caldwell, chief executive of the Timberwolves and Lynx. He added that the teams and the credit union would focus on “expanding access for fans, enhancing their connection to our teams and delivering meaningful experiences while supporting initiatives that create lasting impact beyond the game.”

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One such initiative is “Hoops for Hunger,” under which Wings will donate $15 to the nonprofit Every Meal for each three-point basket made by a Timberwolves player this season, a total that has already exceeded $8,400. Every Meal addresses food insecurity among school-aged children in Minnesota. Additional community programming is planned for the upcoming Lynx season, and Wings will also serve as a Lynx Changemakers partner, supporting efforts to advance women’s sports.

“Partnering with the Timberwolves and Lynx is a natural fit for Wings because we share a commitment to making a difference in the communities we serve,” said Greg Higgins, Wings’ executive vice president of administration and general counsel. He said the partnership was designed to broaden access for members while creating impact “that go beyond the game.”

The credit union did not disclose the financial terms of the deal, though it spent nearly $4 million on marketing and promotion through Sept. 30, according to regulatory data.

Wings joins a growing list of credit unions pursuing high-profile sports partnerships, including Flagler Credit Union’s naming rights deal with Florida Atlantic University and Northwest Federal Credit Union’s agreement tied to the Washington Commanders’ stadium.

Such visibility has drawn criticism from banking trade groups, which argue that large credit unions have moved far beyond their original mission. “Modern credit unions exploit a tax exemption created nearly a century ago,” said Rebeca Romero Rainey, president and chief executive of the Independent Community Bankers of America, contending that the exemption now subsidizes “outsized marketing budgets” and expansion strategies more typical of national financial firms.

For Wings, the sports partnership underscores how scale, branding and community engagement are increasingly intertwined as credit unions grow larger — and more visible — in the financial landscape.