The Nevada Interscholastic Activities Association (NIAA) recently made a landmark move by cobranding its logo with that of title partner One Nevada Credit Union, one of Nevada’s largest locally-owned credit unions.
The NIAA announced the three-year agreement last year during the state basketball championships. And, much like the newly implemented NIAA/One Nevada State Basketball Championship, the agreement gives the credit union naming rights to all of the NIAA’s 216 post-season tournaments in 16 sanctioned sports.
“In this day and age of trying to generate partnerships, especially at the level of title partnerships, we have to go above and beyond the standard items customarily offered, such as program and website ads, and varying sizes of arena banners and ribbons,” said Donnie Nelson, NIAA assistant director. “To generate something at a level that can attract someone to our organization, we sought to cobrand a logo.”
The standalone logo of the NIAA will remain in the background during the association’s partnership with One Nevada, according to Nelson. Although that’s the case, he said the joint logo is more than just a visual.
“The joint logo shows the community that we’re doing more than displaying a name in a title. It shows they’re here and a part of high school athletics and activities to the fullest extent possible in the Silver State,” Nelson said.
Among the particulars of the partnership, One Nevada’s presence will assist the NIAA in fielding events at first-class venues, increase the value of scholarships for the NIAA’s Top 10 student-athletes of the year recipients, and improve the video production of the association’s annual hall of fame banquet.
“What excites me most about this partnership is the fit,” said Paul Parrish, One Nevada president and CEO, in a news release. “At One Nevada, we’re driven by four core values: leadership, integrity, service and teamwork, and we believe participation in high school athletics and activities helps develop these values in Nevada’s youth. Plus, through our sponsorship of the NIAA student financial well-being program, we’re committed to helping students and their families build life-long financial well-being.”
The financial well-being program is among the creative ideas presented by One Nevada. The program provides students and their families the advice, expertise and tools for banking and money management. That idea is accompanied by the introduction of the One Nevada Cup, which is an elite sportsmanship award.
“People will see the joint logo in everything that we do,” Nelson said. “By having that consistent cobranding, One Nevada has pledged to us its support across the board. It’s already involved in helping us redesign our student-athlete scholarship program, with media contacts and getting more attention. Its personnel will be present at our officials meetings and coaches preseason sport rules clinic meetings, as well as in constant communication with our athletic administrators and coaches to endorse programs like money management classes for students.”
The aforementioned redesigned student-scholarship program includes significant financial contributions on behalf of One Nevada. It allows 20 recipients in the state’s northern and southern regions to receive scholarships that have increased to as much as $1,500 per student-athlete. While the number of recipients could increase in the future, Nelson added that it was important to increase the value of the scholarships, given the rising costs of attending college.
Since the agreement was announced, One Nevada has exceeded the contributions Nelson said was expected by the NIAA. Beyond the partnership agreement, he said the credit union has spent much of its own funds on creative ideas, including pizza parties for the state’s student council, in-game shooting contests for students, and feeding teams that arrive to a tournament the night before its scheduled start.
“One Nevada is spending thousands of additional dollars on their own, which is just unheard of,” Nelson said. “Those additional resources are directly impacting schools and students.”
Cody Porter is a graphic arts/communications assistant in the NFHS Publications/ Communications Department.