Hook ’Em Better: Behind the Truist and University of Texas Partnership

Industry expertise

Truist expands into the Texas market

Truist is taking a bold move to expand into the Texas market, with a deal that supports students, residents, and communities throughout the state.

When the University of Texas (UT) Longhorns kicked off at Darrell K Royal-Texas Memorial Stadium on September 25, 2021, it marked the official beginning of an exciting new partnership with Truist. Earlier that month, the bank inked a multi-year deal establishing itself as “Official Bank Sponsor of Texas Athletics.”

That game ended in a 70-35 Longhorn win. And it’s hopefully the first of many victories Texas and Truist will experience together.

Truist is also an official partner of Moody Center—a live entertainment facility that’s opening in April 2022—and will be home to live music, Longhorns men’s and women’s basketball, and other live entertainment. Truist head of sponsorship and regional marketing, Joe Smith, announced the deal publicly, saying, “Aligning Truist with an iconic brand like Texas Athletics will allow us the opportunity to invest in the future of students and support our local communities. We look forward to being part of world-class sports and entertainment in Austin.”

Not only does the deal establish a firm foothold for Truist in its expanding Texas market, but it demonstrates Truist’s unwavering commitment to its purpose: inspiring and building better lives and communities. As part of the partnership, Truist will provide resources to the SAGE (Student-Athlete Growth and Education) and 4EVER TEXAS programs, which help student-athletes identify opportunities for community service and civic engagement.

Truist will also work directly with student-athletes on financial wellness initiatives. “Student-athletes now have a whole new world they have to navigate,” said Travis Manning, vice president and senior consultant for sports and entertainment marketing at Truist. “We’re working with [the University of Texas] on how Truist can provide subject matter expertise to prepare their student-athletes from a financial standpoint and to help on the career preparedness side.”

And the ramifications of the UT partnership go beyond the Lone Star State—the deal is representative of how Truist, now among the 10 largest banks in the country, plans to lend its support to all communities it serves. “As Truist, we’re able to show up big and demonstrate our message of care across our footprint. We see a lot of power in leading with that message and bringing what we’ve learned to help our teammates and partners across different markets, regardless of where they sit in our footprint.”  

Truist’s commitment to community runs deep   

Read more about how we’re getting involved across the Truist footprint.

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