• Key Insight: Discover how mortgage lenders are securing major sports partnerships despite rising interest rates.
• What's at Stake: Whether sports marketing partnerships can actually guarantee long-term mortgage industry success.
• Forward Look: Watch for a season-long campaign to highlight housing commitments during the basketball season.

Even with the hard times in the mortgage industry since March due to rising rates, participants are still creating sports marketing partnerships.

Rocket and United Wholesale Mortgage are noted for their sports marketing ties, with Rate and loanDepot having their names on Major League Baseball stadiums; loanDepot also has a marketing agreement with MLB.

While these get companies noticed, they are not a panacea for mortgage industry success as the Argent/Ameriquest experience shows.

One 2026 partnership announced in January, Union Home Mortgage with the Tampa Bay Rays, is about to pay off in a big way. The company is the official mortgage partner of the team which is representing the American League in the World Series.

Bill Cosgrove, who is CEO of Union Home, is also part of the Rays' ownership group, and co-chair of the team's board.

The deal also included Union Home becoming the official mortgage partner of the Tampa Bay Rowdies, which play in the second tier of the U.S. soccer pyramid as members of the United Soccer League.

Ironically, Union Home had split rooting interests in the American League Championship, because it also has a partnership with the other participant, the Cleveland Guardians.

Here is a roundup of some of the other recent mortgage and sports marketing announcements:

Total Mortgage and the Boston Celtics

Milford, Connecticut-based Total Mortgage is now the official mortgage partner of the Boston Celtics.

"As one of the few mortgage companies in the country proudly headquartered in New England, we are thrilled to align the Total Mortgage brand with the Boston Celtics," said Christopher Affinito, Total Mortgage's chief revenue officer, in a press release.

"This partnership marks a monumental moment for Total Mortgage, and we truly believe this move will play a vital role in our continued success and our growth here in New England."

The pair will create and implement the Home Assist campaign, a season-long campaign to highlight their commitment to, and support of, safe and affordable housing. The 2026-27 National Basketball Association started on Tuesday.

This campaign includes Total donating $18 for each Celtic assist recorded to support Habitat for Humanity of Greater Boston. The amount is in honor of the number of NBA championships the team won.

"We see a real opportunity through this partnership to create meaningful programs for our fans and communities, including the Home Assist campaign, which will work towards supporting safe and affordable housing," said Ted Dalton, the Celtics' chief partnership officer.

Splitero and Crypto.com Arena

Home equity investment product provider Splitero has become a Founding Partner and the exclusive home equity partner at Los Angeles' Crypto.com Arena.

The facility is the home of the NBA's Los Angeles Lakers, the WNBA's Los Angeles Sparks and the Los Angeles Kings of the National Hockey League. The company was already the official and exclusive home equity partner of the Kings.

"As one of the world's premier sports and entertainment destinations, Crypto.com Arena offers a unique platform for brands to connect with fans and visitors from across Southern California and beyond," said Katie Pandolfo, general manager of Crypto.com Arena.

The deal was brokered by AEG Global Partnerships.

Splitero's brand will be seen on the center-hung scoreboard, 360-degree LED ribbon boards, in-arena digital displays, concourse signage and exterior marquees along the 10 and 110 Freeways. Signage will also be present at the arena's Star Plaza entrance.

In 2025, Splitero entered into a partnership with the National Football League's Los Angeles Chargers.

Pennymac uses Olympic partnership to launch loan program

Pennymac, the official mortgage provider of Team USA and the LA28 Olympic and Paralympic Games, launched the Welcome Home: Athlete Mortgage Program in April.

"Through 'Welcome Home,' we're proud to provide these athletes with mortgage expertise, guidance and a tech-forward experience, ensuring the tenacity they bring to the Olympic and Paralympic Games is rewarded with the stability of a permanent place to call their own," said Doug Jones, Pennymac president and chief mortgage banking officer.

The program has "three core pillars," the press release said:

• Dedicated lending support: Athletes gain access to dedicated home loan experts who understand their distinctive financial profiles.
• Exclusive home loan benefits: The program equips athletes with specialized savings opportunities and comprehensive loan options.
• The home team training center: Athletes will have access to tailored homeownership content, webinars and educational tools designed to empower athletes to make confident financial decisions.