Elevations Credit Union Teams Up With Coach Deion “Prime” Sanders to Support Financial Wellness for Student-Athletes’ Families 

Posted by Alyse Knudsen on September 3, 2024

Colo.-based Elevations Credit Union, in collaboration with Coach Deion “Prime” Sanders and the 5430 Alliance, is proud to announce a special initiative to establish accounts to create a financial foundation for the young families of seven student-athletes. To invest in the futures of these young athletes’ children, Elevations Credit Union has funded accounts with $2,121 each, and Coach Prime has generously pledged to match these contributions.  

5430 Alliance is the NIL collective supporting all 11 sports and student-athletes at The University of Colorado. It connects student-athletes with NIL opportunities, enabling them to engage in charitable causes and business ventures to build their brands and make a positive impact. 

Coach Prime, who has consistently demonstrated his dedication to both the athletic and personal development of his team, was seeking a financial institution to advance this dream.  

“Coach Prime asked us to step up and join him in creating accounts for the children of student-athletes,” said Kathleen Hoxworth, VP of Internal Communications and Talent Strategy for Elevations Credit Union. “Through our collaboration with 5430, we were able to make this happen.”  

This initiative highlights the importance of starting financial education and savings early.  

“Building wealth over time is not just about accumulating money; it’s about building a future,” said Wendy Beswick, Chief Marketing Officer at Elevations Credit Union. “We believe that financial wellness starts young, and this program is a step to ensure that these children have a solid foundation for their futures. We are a member of the CU Boulder community, and it was a natural way for us to support these children and their success for the future.”  

Posted in Colorado, Community Impact, Regional Member News, Top Headlines.