Partnership Announcement
US bank SoFi has joined forces with Boston Celtics’ star Jayson Tatum to promote financial literacy through a generous $1 million donation. The newly established SoFi Generational Wealth Fund will provide grants and direct assistance to individuals, extending its impact beyond the basketball court. This initiative aligns with Tatum’s S.M.A.R.T. Project, which supports single parents in managing parenthood, education, and financial wellness.
Tatum’s Personal Commitment to Financial Literacy
Reflecting on his personal journey, Tatum shared, “Ever since I got my first paycheck, I’ve been planning for my son’s future, my mom’s retirement, and my own long-term financial well-being. Now, I want to help others outside the league up their financial game. Partnering with SoFi, a leader in financial innovation, allows us to spread the message of financial literacy and planning for a brighter future.”
Goals of the Generational Wealth Fund
The primary aim of the SoFi Generational Wealth Fund is to provide communities with essential financial resources, promoting financial literacy and expanding opportunities for homeownership. Anthony Noto, CEO of SoFi, emphasized, “We’re excited to work with Jayson Tatum on this new initiative, donating $1 million to improve access to financial education and close the generational wealth gap in America, where nearly 60% feel they can’t achieve financial security.”
Expanding SoFi’s Influence in Sports and Media
In addition to this partnership, the NBA has announced SoFi as its official banking partner, extending to the NBA G League, NBA 2K League, and USA Basketball. SoFi also holds the title sponsorship for the SoFi NBA Play-In Tournament, scheduled for April 16-19, which will feature a co-branded logo promoted throughout the NBA season, on social media, and in arenas.
Broadening the Impact Through Media Collaborations
SoFi will also partner with the NBA’s national media partners, Disney and TNT Sports, and participate in additional events throughout the year. These include virtual signage during game broadcasts and activations at major NBA events, such as the NBA All-Star Weekend 2024 in Indianapolis. Noto added, “SoFi is proud to partner with the NBA, reinforcing our brand as a trusted household name and helping millions of NBA fans nationwide achieve their financial goals.”
By leveraging Tatum’s influence and SoFi’s financial expertise, this initiative aims to foster a more financially literate and secure future for generations to come.