Firstmark Credit Union to Sponsor UTSA First-Generation Student Program
SAN ANTONIO, TX / NEW YORK, NY (September 8, 2026) – Firstmark Credit Union, San Antonio’s longest-serving credit union, announced a sponsorship deal for the University of Texas at San Antonio’s First-Gen Program to support first-generation students. The deal was brokered by UTSA Sports Properties, the exclusive multimedia rights holder for UTSA Athletics, powered by Playfly Sports, the sports industry’s leading revenue maximization company.
As part of the agreement, student-athletes who are the first generation in their family to attend college will display the Firstmark First-Gen logo badge on the back of their helmets beginning in the Fall 2026 football season. In addition, Firstmark will fund a scholarship for a deserving First-Gen undergraduate student, who will receive $5,000 towards their education.
“First-generation students make up nearly half of our student population, and we are proud to bring on a partner that is as aligned with supporting them as we are,” said XXX, UTSA. “This deal will not only support our student-athletes, but uplift everyone in the UTSA community.”
“At Firstmark Credit Union, we have been wholly committed to supporting education for all San Antonians for almost 95 years,” said President and CEO of Firstmark Credit Union, Wendy Cleveland. “We’re honored to bring increased visibility to that mission and make a difference in the educational journeys of the Roadrunners.”
“In the competitive landscape of college athletics, this partnership is a win for all parties and shows UTSA’s support for student-athletes both on and off the field,” said Tony Nix, General Manager at UTSA Sports Properties. “No matter the outcome of the games, this partnership is a win by matching Firstmark’s mission-driven philosophy with UTSA’s goal of supporting its first-generation population.”
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ABOUT FIRSTMARK CREDIT UNION
Firstmark Credit Union is a member-owned financial institution established in 1932. Founded by a group of teachers almost 95 years ago, today, Firstmark has grown to over $1 billion in assets with almost 100,000 members. Firstmark’s member-first philosophy extends beyond banking, empowering financial success while investing in education, supporting educators, and strengthening the communities our members call home. The Firstmark Foundation, a 501(c)(3) public charity, complements this commitment by making a tangible, positive impact in the education community through the collective support of its membership. For more information about Firstmark, please visit firstmarkcu.org.
ABOUT PLAYFLY SPORTS
Playfly Sports, the sports industry’s leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams, 65+ college athletic departments, all U.S. local sports networks and associated streaming platforms, and other marquee properties. Its fan engagement platform allows its partners to reach and engage over 85% of all U.S sports fans. Playfly builds and implements custom strategies across media, sponsorship, premium experiences, ticketing and fan engagement offerings through proprietary data, innovative technology and compelling storytelling. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states and internationally dedicated to maximizing the impact of highly passionate local sports fans. The company has been named a Best Place to Work in Sports by Sports Business Journal, Front Office Sports, and Newsweek. To learn more, follow Playfly Sports on social media platforms or visit www.Playfly.com.
