WASHINGTON — The Atlantic 10 Conference (A-10) today announced a landmark partnership with Betterment, naming the trusted wealth platform the conference’s Exclusive Financial Wellness Partner and the Entitlement Partner of the 2026 A-10 Men’s and Women’s Basketball Championships and 50th Anniversary celebrations. Anchored in shared values of education, preparedness, and long-term success, the partnership introduces premium, first-of-its-kind integrations across the conference’s championship and anniversary events.
Central to the agreement is a significant commitment to women’s athletics. Beyond Women’s Basketball, Betterment will also add entitlement of the 2026 A-10 Women’s Lacrosse and Softball Championships, with expanded sponsorship across all 11 A-10 women’s championships beginning in 2026-27. Betterment branding will also appear on jersey patches at select women’s championships in 2026-27, consistent with emerging NCAA and A-10 policies.
“It is important that our partnerships not only work for the league and its member institutions, but also for our student-athletes, and this agreement with Betterment does exactly that,” stated Atlantic 10 Commissioner Bernadette V. McGlade. “This sponsorship focusing on our women’s sports, as well as providing financial literacy programs is very unique in college athletics and is a huge benefit for the A-10 and its student-athletes. We are excited to work alongside Betterment.”
As the A-10’s Exclusive Financial Wellness Partner, Betterment is also making a tangible impact through two custom-built programs designed to strengthen financial literacy and equip student-athletes and the broader A-10 community with the skills and resources to manage their finances with confidence:
- A-10 Student-Athlete Financial Literacy & NIL Support Program: Delivers conference-wide education to help all A-10 student-athletes understand, manage, and maximize their finances, with added relevance in the Name, Image, and Likeness (NIL) era of college sports. This includes videos from Betterment’s investing team on topics like Compound Interest, Managing Debt and Account Types, addressing a critical financial education gap and equipping student-athletes with the tools to make informed financial decisions.
- A-10 Community Financial Wellness Initiative: Provides the broader A-10 community – including coaches and staff, faculty from member institutions, families of student-athletes, and fans – with exclusive access to Betterment’s financial wellness platform through a dedicated landing page (betterment.com/a10). Participants who deposit $2,000 or more into a Betterment investment account will receive six months worth of management fees waived, making financial wellness accessible and actionable across the conference community (Terms Apply).
“This is Betterment’s first partnership in college sports, and it comes at a pivotal moment for student-athletes and the next generation of investors as they begin making important financial decisions,” said Kim Rosenblum, Chief Marketing Officer at Betterment. “Our collaboration with the A-10 combines on-court visibility with meaningful off-court education, helping student-athletes and fans make informed choices and get a smart early start on a lifelong investing journey.”
The agreement was developed in collaboration with JMI Sports – the conference’s exclusive multimedia rights partner, operating locally as Atlantic 10 Conference Marketing – who played a central role in shaping this landmark partnership. By aligning Betterment’s brand vision with the A-10’s first-ever jersey patch and 50th anniversary celebrations, the team helped deliver a fully integrated program that maximizes visibility for Betterment, while expanding financial literacy initiatives for student-athletes.
“We are proud to be at the forefront of innovative, revenue-generating ideas in college sports,” said Paul Archey, President, JMIS Properties at JMI Sports. “By uniting the Atlantic 10 and Betterment, we created a multidimensional partnership that delivers meaningful visibility and value, highlighted by one of the first collegiate jersey patch partnerships. Collaborations like this demonstrate how we are supporting our partners and student-athletes as the industry continues to change.”
Excel Sports Management represented Betterment in these discussions, providing strategic guidance that helped bring the partnership to life.
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About Betterment
Betterment is a trusted wealth platform that provides modern, technology-driven solutions for investing, saving, and retirement. We empower customers to build wealth with confidence and ease via automated and self-directed investing, personalized financial advice, and high-yield cash management accounts. Betterment tailors its products and services to three distinct audiences, offering an award-winning web and mobile experience for retail investors, a 401(k) solution for small to mid-sized businesses through Betterment at Work, and an all-in-one custodial platform for independent RIAs through Betterment Advisor Solutions. Betterment helps more than 1 million customers manage over $65 billion in assets. Learn more at betterment.com. Media contact: media@betterment.com
About the Atlantic 10 Conference
The Atlantic 10 Conference was founded in 1975-76 and is celebrating its 50th Anniversary in 2025-26. The league consists of 14 diverse members across eight states and Washington, D.C. For five decades, the Atlantic 10 has been steadfast in its mission to provide an enhanced student-athlete experience through 23 nationally-competitive championship sports. The basketball-centric conference is committed to integrity, educational excellence and providing quality equitable championship experiences for its student-athletes, coaches, and support staff. The membership consists of Davidson College, the University of Dayton, Duquesne University, Fordham University, George Mason University, The George Washington University, La Salle University, Loyola University Chicago, the University of Rhode Island, the University of Richmond, St. Bonaventure University, Saint Joseph’s University, Saint Louis University and Virginia Commonwealth University. For more information, visit www.atlantic10.com.
About JMI Sports
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client’s economic potential through customized initiatives, from marketing and branding solutions to facility design strategies. JMI Sports’ signature collegiate multimedia rights partnerships include the University of Kentucky, the University of Utah, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, DePaul University, Columbia University, San Diego State University, University of California at San Diego, University of San Diego, and joint-venture properties at the University of Georgia (with Learfield) and University of Notre Dame (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League, and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including the Breeders’ Cup, Rupp Arena at Central Bank Center, the Rose Bowl, and the Penn Relays. JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.