SoFi partnered with the NBA to cement the brand as a trusted household name through the league’s vast reach. As the next generation of banking, we believed SoFi could help millions of NBA fans nationwide achieve their financial goals and get their money right. But this wasn’t just a league deal—it was a fully integrated approach—we also partnered with NBA Champion Jayson Tatum to create the SoFi Generational Wealth Fund, a multidisciplinary philanthropic effort aimed at creating more widespread access to financial education resources and closing the generational wealth gap in America.