The National Basketball Association (NBA) and SoFi have announced a multi-year partnership, designating SoFi as the official banking partner of the NBA, NBA G League, NBA 2K League, and USA Basketball. As part of this agreement, SoFi will also be the official entitlement partner of the SoFi NBA Play-In Tournament.

In collaboration with five-time NBA All-Star Jayson Tatum, SoFi is launching the SoFi Generational Wealth Fund. The company is contributing $1 million to promote financial literacy and foster long-term family wealth.

The upcoming SoFi NBA Play-In Tournament is scheduled for April 16-19. It will feature teams finishing seventh to tenth in each conference competing for a playoff spot. A co-branded logo will represent the tournament across various platforms throughout the season.

“SoFi is proud to partner with the NBA to cement our brand as a trusted household name through the league’s vast reach," said Anthony Noto, CEO of SoFi. "We’re excited to work with Jayson Tatum on the new SoFi Generational Wealth Fund."

Kerry Tatlock, NBA Executive Vice President of Global Marketing Partnerships and Media, stated: “SoFi’s innovation in financial services aligns with our efforts to make a lasting impact in communities where we operate.”

The fund aims to provide grants and direct aid beyond basketball courts through Tatum's S.M.A.R.T. Project that supports single parents with education and financial wellness resources.

Jayson Tatum expressed his commitment: “I want to help others outside the league up their financial game.”

Starting February 13, fans can participate in the SoFi Zero Giveaway sweepstakes by opening a checking or savings account for a chance at weekly prizes throughout the season.

SoFi plans additional collaborations with Disney and TNT Sports for virtual signage during broadcasts and events like NBA All-Star 2024 in Indianapolis.

As an official banking partner, SoFi offers award-winning banking experiences without account fees. The company provides tools for borrowing, saving, spending, investing, and protecting money via one app.

About SoFi: The company offers digital financial services aiming at helping people achieve financial independence through its products designed for over 7.5 million members worldwide.

About the NBA: The organization inspires globally through professional leagues including WNBA and Basketball Africa League while addressing social issues via its platform 'NBA Cares.'