Thrivent and the Green Bay Packers: A Partnership Built on Purpose, Storytelling and Impact

Thrivent and the Green Bay Packers have announced a multi-year partnership rooted in storytelling, brand visibility and community impact.

As Thrivent becomes the Official Financial Services Partner of the Packers, the partnership will come to life through meaningful gameday experiences, expanded national and local reach, and a new community impact program named Game Changing Players.

Below, Lana Slygh, Thrivent’s SVP of Brand & Integrated Marketing, shares why this partnership matters and the impact it will make for fans in Wisconsin and beyond.

Why is now the right time for Thrivent to partner with the Green Bay Packers?

Lana: Thrivent knows how to serve communities — we’ve been doing it exceptionally well for more than a century — and we’re now reaching more people than ever with purpose‑based advice and generosity. The Packers bring unmatched loyalty, pride, and a national platform that few brands can touch. This partnership gives us the scale to tell Thrivent’s story in a bigger way — to show up in culture and where fans already are — and it also gives us a powerful way to translate that visibility into real community impact across Wisconsin and beyond.

What makes this partnership special?

Lana: What makes this partnership special is that it truly brings together two iconic Wisconsin brands that have each been serving members and communities for more than a century. From the start, we aligned around building something that integrates our brands in meaningful ways while also putting community impact at the center. As the Official Financial Services Partner of the Green Bay Packers, this partnership allows us to tell Thrivent’s story at scale — through shared storytelling, gameday moments, content and fan experiences — while also creating real, lasting value in communities. That’s why the community impact program Game Changing Players isn’t separate from the partnership, it’s central to it. We’re proud to shine a spotlight on the nonprofits making a difference across Wisconsin and to recognize the people behind that work on gameday at Lambeau Field, with everything else in the partnership building around that shared purpose.

How will fans actually experience this partnership on gameday and beyond?

Lana: Fans will experience this partnership in meaningful ways that they’ll remember. You’ll see Thrivent show up at Lambeau Field on the Fan Walkway, and consistently through the Thrivent Studio, where so much Packers content is created and shared year‑round. But this partnership is about more than brand presence. At the center is a new community impact program that’s just as important as the partnership itself — one that spotlights Wisconsin nonprofits, recognizes the people behind them on gameday, and brings their stories to fans in meaningful ways. Through gameday recognition, digital storytelling, and fan experiences, we’re introducing more people to Thrivent while using the Packers’ platform to create lasting, visible community impact.

How does this partnership extend beyond Wisconsin while still staying rooted locally?

Lana: We’re rooted in Wisconsin — that’s part of what makes this partnership so impactful — so you’ll see it show up locally through Lambeau Field, the nonprofits we elevate, and the Game Changing Players community impact program we’re building with the Packers. At the same time, the Packers have one of the most far‑reaching fan bases in sports, and this partnership gives Thrivent a national platform through the Thrivent Studio, Packers Everywhere and digital storytelling that travels well beyond Sundays in Green Bay. So it’s both deeply local and broad in reach — helping more people across the state and the country understand who Thrivent is and why we matter.

What does success look like for Thrivent and the Packers over time?

Lana: Success for us will be that fans feel the partnership – through inspiring gameday moments, powerful storytelling and a community impact program that turns visibility into meaningful action for nonprofits across the state. This is just the beginning – over time the partnership will evolve and we’re going to make sure people know and feel Thrivent’s unique approach to finances and generosity.