Beyond Sponsorship: Kennesaw State & VyStar Credit Union Build Partnership Focused on Student Success

KENNESAW, GA – The newly-named VyStar Arena at Kennesaw State University isn’t just a branding opportunity; it’s a symbol of a growing partnership between the university and VyStar Credit Union that extends far beyond athletics, focusing on student wellbeing and financial literacy. The collaboration, highlighted by a recent substantial donation to the KSU CARES program, aims to address critical student needs and equip future generations with the financial skills needed to thrive.

While arena naming rights are common in collegiate athletics, the VyStar-KSU partnership distinguishes itself through its integrated approach. Beyond the visible branding, the credit union has committed significant resources to KSU CARES (Campus Awareness, Resource & Empowerment Services), a program dedicated to supporting students facing food insecurity, housing instability, and other challenges. This commitment, coupled with a dedicated financial literacy initiative, sets this partnership apart.

“We see this as an investment in the future,” said a representative from VyStar Credit Union. “Supporting KSU and its students aligns with our mission to empower individuals and build stronger communities. Simply putting our name on an arena wasn't enough; we wanted to make a tangible difference in the lives of students.”

Addressing Critical Student Needs

KSU CARES provides essential services to students facing hardship, including access to food pantries, emergency financial assistance, and case management. The program is increasingly vital as college costs continue to rise and financial pressures mount on students. According to university data, over 75% of undergraduate students receive some form of financial aid, with an average package of $6,041. Despite this assistance, many students still struggle to afford basic necessities.

“The need is significant,” explained a KSU CARES staff member. “We see students who are working multiple jobs while trying to maintain their studies, and even then, they’re still facing difficult choices between buying textbooks, paying rent, or putting food on the table.”

The recent donation from the VyStar Foundation will directly support KSU CARES’ ability to provide these critical services. Funds will be allocated to expanding the food pantry, increasing emergency financial aid, and providing additional support to students experiencing homelessness or housing insecurity.

Beyond Immediate Needs: Fostering Financial Literacy

Recognizing that addressing immediate needs is only part of the solution, VyStar and KSU are also collaborating on initiatives to promote financial literacy among students. This includes plans for a dedicated “VyStar Student Lounge” within the university, offering workshops, seminars, and one-on-one counseling sessions on topics such as budgeting, credit management, and student loan repayment.

“Financial literacy is a crucial life skill that many students lack,” said a financial counselor at KSU. “Equipping them with the knowledge and tools to make informed financial decisions will have a lasting impact on their future.”

The need for improved financial literacy is particularly pressing given the growing student debt crisis. Total student loan debt in the U.S. currently exceeds $1.6 trillion, and many graduates struggle to repay their loans, hindering their ability to build wealth and achieve financial security.

A Model for Collaborative Partnerships

The VyStar-KSU partnership represents a shift towards more holistic and impactful collaborations between universities and corporations. While many partnerships focus solely on branding and marketing, this collaboration prioritizes student wellbeing and addresses critical societal needs. This approach, experts say, benefits both the university and the corporation.

“Universities need resources to support their students and fulfill their mission,” said a higher education consultant. “And corporations are increasingly recognizing that investing in education and community development is not only the right thing to do, but also makes good business sense.”

VyStar’s commitment extends beyond financial contributions. Employees actively volunteer their time with KSU CARES, stocking the food pantry and providing mentorship to students. This level of engagement demonstrates a genuine commitment to the university and its students.

“We want to be more than just a sponsor,” said a VyStar representative. “We want to be a true partner, working alongside KSU to create a brighter future for its students and the community.”

Looking Ahead

The VyStar-KSU partnership is still in its early stages, but both organizations are optimistic about its potential. Plans are underway to expand the financial literacy initiatives and explore new ways to support student success. The partnership serves as a model for other universities and corporations seeking to forge meaningful collaborations that address critical societal needs and empower the next generation of leaders.

“This is just the beginning,” said a KSU administrator. “We’re excited to work with VyStar to create a truly transformative partnership that benefits our students, our university, and our community.”

The naming of VyStar Arena is a visible symbol of this commitment, but the true impact of the partnership will be measured by the success of the students it supports and the positive change it brings to the Kennesaw State University community.