US bank SoFi has announced a partnership with the Boston Celtics’ Jayson Tatum to offer and promote financial literacy by donating $1m. 

The SoFi Generational Wealth Fund will deploy grants and direct aid to impact individuals beyond the basketball court in partnership with the Jayson Tatum Foundation, furthering Tatum’s S.M.A.R.T. Project, which assists single parents as they navigate parenthood, education and financial wellness. 

Tatum stated: “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. I’m excited to be working with an innovative partner like SoFi, who is ushering in a new generation of ways to get your money right, to help spread the word on financial literacy and planning for a bright future.”

The Fund aims to reach the community with helpful financial resources to support financial literacy and to expand opportunities for homeownership as a path to sustainable wealth for future generations. 

Anthony Noto, CEO of SoFi, said: “We’re excited to work with Jayson Tatum on the new SoFi Generational Wealth Fund, through which we’re donating $1 million, taking action together on the need for more widespread access to financial education resources and closing the generational wealth gap in America, where nearly 60% don’t feel like they can become financially secure.”

The NBA has also announced SoFi as its official banking partner, as well as the NBA G League, NBA 2K League and USA Basketball, along with being the official entitlement partner of the SoFi NBA Play-In Tournament

The SoFi NBA Play-In Tournament, which will take place 16-19 April, As part of the collaboration, a co-branded logo will be utilised as the official tournament logo, which will be promoted throughout the NBA season, during each tournament game, across the NBA’s global social media community and through in-arena signage. 

Noto added: “SoFi is proud to partner with the NBA to cement our brand as a trusted household name through the league’s vast reach. As the next generation of banking, we believe we can help millions of NBA fans nationwide achieve their financial goals and get their money right.”

SoFi will also partner with the NBA’s national media partners, Disney and TNT Sports, and will collaborate with the NBA on additional events throughout the year, including virtual signage during game broadcasts and activations at NBA events, including NBA All-Star Weekend 2024 in Indianapolis.

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