New US Bank Campaign Makes Money More Accessible for Gen Z
US Bank is looking to make conversations around money more accessible for its Gen Z audience.
The company has launched a new brand campaign, called ‘Cozy Cash’, which features NFL quarterback Fernando Mendoza as the bank’s Chief Financial Playmaker – where he is providing strategic consultation on a customised financial programme to support professional athletes.
This campaign sits as part of US Bank’s broader brand platform, ‘The Power of Us,’ while also building on the company’s role as an Official Bank and Wealth Management Sponsor of the NFL.
Shown through a video series, the campaign focuses on making banking feel more approachable to younger audiences.
“Fernando is a unique fit for this campaign because he has a genuine passion for personal finance and understands the financial questions many people face today,” says Scott Ford, President of Wealth Management at US Bank.
“We know consumers are looking for financial guidance from places and people they trust. Through this campaign, Fernando helps us bring practical money conversations to life in a way that is approachable, relevant and authentic.
“At the same time, his insights continue to inform the work we're doing through Financial Edge to help NFL players and legends build financial confidence for the future.”
Fernando is a unique fit for this campaign because he has a genuine passion for personal finance and understands the financial questions many people face today."
Making money more accessible
This video series is designed to showcase the ways US Bank can make managing money more straightforward – particularly through its Bank Smartly offering, with the series focusing on the benefits of having banking and savings in one spot.
One video in the series focuses on Fernando working with his US Bank team to take the stress out of managing money, while others feature influencer Caitlin Reilly, who talks to Fernando about ways to ease financial stress.
“I’m excited to keep building with US Bank because this work brings together two things I care deeply about: football and finance,” says Fernando. “Money can feel complicated, especially when you’re making big decisions for the first time.
“If I can help people start earlier, ask better questions and feel more confident, that’s a role I’m proud to play.”
- Campaign Launch: US Bank launched a brand campaign titled 'Cozy Cash' featuring NFL quarterback Fernando Mendoza as the bank's Chief Financial Playmaker to engage Gen Z.
- Influencer Involvement: Influencer Caitlin Reilly features alongside Fernando in the video series to discuss strategies for reducing financial stress.
- Partnership Timeline: US Bank established its official NFL bank and wealth management sponsorship in April as part of a multi-year deal.
- Historical Connection: US Bank holds an established banking relationship with the NFL spanning more than 20 years.
- Brand Platform Integration: The 'Cozy Cash' campaign operates under US Bank's wider 'The Power of Us' brand platform, using the video series to highlight its Bank Smartly offering and promote keeping banking and savings in one location.
A multi-year partnership
This campaign forms part of a multi-year partnership between US Bank and the NFL, which was formed in April 2026 following the announcement of US Bank as an NFL bank and wealth management sponsor.
It comes as the NFL looks to enhance and modernise its approach to player financial empowerment, with US Bank contributing financial education expertise.
Fernando joined US Bank as part of this partnership in his Chief Financial Playmaker role, supporting the development of US Bank Financial Edge to help professional athletes navigate financial decisions within their careers and beyond.
“US Bank is proud to bring financial expertise to communities and individuals who inspire us both on and off the field,” says Gunjan Kedia, CEO of US Bancorp. “This sponsorship combines our commitment to innovation with the shared values of teamwork and perseverance, paving the way for a brighter financial future for all.
“Our more than 20-year banking relationship with the NFL has been invaluable, and we’re thrilled to deepen our collaboration in transformative ways.”
Who are US Bank’s key partners?
- AWS: US Bank partners with AWS to accelerate the bank's digital transformation and modernise customer experience across its nationwide network, which serves approximately 13 million consumers and 1.4 million businesses. Under their agreement, US Bank will migrate hundreds of mission-critical banking applications to AWS as part of the bank's progressive cloud transformation strategy, representing one of the largest and most comprehensive banking modernisation initiatives in the financial services industry.
- NFL: The National Football League and US Bank have a multi-year partnership, with US Bank as an official bank and wealth management sponsor of the NFL. The collaboration builds on a strong, trusted relationship between the two organisations spanning more than 20 years and represents a shared commitment to innovation and financial stability.
- Microsoft: Microsoft collaborates with US Bank through Elavon, its wholly owned subsidiary, to introduce Elavon Live Payments, a groundbreaking payments app for Microsoft 365 offered through the Microsoft Marketplace. Driven by the omni-channel capabilities of the Elavon Payments Gateway (EPG), Elavon Live Payments enables businesses and professional service providers to securely send invoices and collect customer payments with just a few clicks on a computer or mobile device.
- Deloitte: US Bank has a longstanding partnership with Deloitte DWealth, and possesses a deep understanding of Deloitte's structure and the critical importance of Independence compliance. The company helps Deloitte partners, principals and managing directors work to build and preserve their wealth and use it wisely, supporting the people and causes they care about.
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Executives
Gunjan Kedia
President and CEO
Scott Ford
