SoFi Technologies, Inc. (SOFI) stock traded at $16.65, down 1.39%, after the company announced a major partnership with Notre Dame Athletics. The multi-year agreement expands SoFi’s presence across college sports and financial education and introduces new funding and branding opportunities for student-athletes.

SoFi Expands Reach Through Notre Dame Partnership

Under the new agreement, SoFi became the official financial services partner of Notre Dame Athletics. The company also became the first brand to appear as a jersey patch on Fighting Irish uniforms. The partnership gives SoFi a visible presence across all 26 varsity sports.

The agreement includes an annual £1.4 million fund supporting Notre Dame’s “4 for Forever” programme. The initiative provides scholarships, financial education, career development, and additional opportunities for student-athletes. The funding is intended to strengthen resources available throughout their academic and athletic careers.

The partnership also fits SoFi’s broader effort to improve financial knowledge among younger adults. Company research found that many graduates wanted stronger financial management skills during university. By placing education resources alongside a high-profile athletics program, the collaboration extends that message to student-athletes before they enter the workforce.

Programme Adds Scholarships and Financial Education

The partnership introduces the SoFi Champions Scholarship for walk-on student-athletes. Each year, one male and one female recipient will receive a full tuition scholarship. The programme recognizes leadership, resilience, service, and academic commitment.

SoFi will also establish a Student-Athlete Financial Success Hub on campus. The hub will provide financial planning tools, educational resources, and personalized guidance. The company said the initiative is designed to help participants build stronger financial habits during university and beyond.

The agreement also includes SoFi Saturdays and exclusive member experiences throughout the year. These activities include ticket giveaways, tailgates, private events, and community engagement programs. SoFi will integrate its brand into national broadcasts and campus activities.

Partnership Supports Long-Term Brand Growth

The deal aligns SoFi with one of the most recognizable athletic programs in college sports. Notre Dame sponsors 26 varsity teams and has won 39 national championships across multiple sports. The university is also known for its long-standing reputation for academic and athletic achievement.

Notre Dame continues to produce successful athletic programs while maintaining strong graduation outcomes. Its student-athletes consistently rank among the nation’s academic leaders across Division I schools. For SoFi, that combination of visibility, athletics, and education offers a platform that goes beyond conventional advertising and ties the brand to student financial development in a setting with national reach.

SoFi continues expanding beyond traditional financial products through strategic partnerships and brand initiatives. The company serves 14.7 million members across lending, banking, investing, insurance, and cryptocurrency services. Its Galileo technology platform supports financial services across 133 million global accounts, strengthening its position in the digital finance industry.