Green Bay Packers and Thrivent Launch Multi-Year Financial Partnership

The partnership integrates Thrivent into the core of the Packers' media ecosystem. The team’s broadcast hub has been rebranded as the Thrivent Studio, serving as the production base for digital content, including the program Total Packers with Matt LaFleur. Beyond the screen, the firm gains visibility at Lambeau Field through stadium signage, a presence on the east side Fan Walkway, and sponsorship of the team’s participation in the NFL’s My Cause My Cleats initiative.

Global fan engagement will also shift under the new agreement, with Thrivent becoming the presenting sponsor of Packers Everywhere. This platform coordinates fan clubs and pep rallies for away games, extending the firm’s reach to the team’s international supporter base. Packers President and CEO Ed Policy noted that the alignment focuses on strengthening regional communities, a sentiment echoed by Thrivent CEO Terry Rasmussen, who highlighted the value of connecting with a large, dedicated fan base.

A central component of the deal is the Game Changing Players program, which directs charitable support toward Wisconsin nonprofits focused on human services, homelessness, and animal welfare. The initiative launched on July 13 at the Lambeau Field Atrium, where staff from both organizations assembled 1,000 snack bags for the Boys & Girls Club of Wisconsin. Throughout the 2026 season, the program will provide volunteers and community leaders with recognition features during gamedays and across the team’s digital channels.