AFCU takes home six ADDY Awards and ten Diamond Awards, including Best of Show

SALT LAKE CITY – May 7, 2025 – America First Credit Union earned top honors at two major marketing competitions, receiving “Best of Show” at both America’s Credit Unions’ Diamond Awards in San Antonio, Texas, and the American Advertising Federation of Utah’s ADDY Awards in Sandy, Utah. The Diamond Awards, which recognize excellence in credit union marketing, and the ADDYs, which honor achievements in marketing across industries, are considered among the highest accolades in their respective fields. In total, America First received ten Diamond Awards and six gold ADDY awards.

“Our team is focused on connecting with members and the communities we serve in meaningful ways — whether through humor, storytelling or shared values,” said Zach Winegar, SVP of marketing for America First Credit Union. “These awards are a reflection of the creativity and collaboration across our team and our commitment to being effective in driving growth for the benefit of our members. The fact that two independent judging panels in two independent competitions recognized the power of our messages demonstrates that these campaigns speak to the public at large.”

America First Credit Union submitted several campaign and individual projects across several categories. Its breakout entry was the “Get Your Money Working” campaign, which received significant recognition and was the recipient of Best of Show at both the ADDY and Diamond Awards.

America First Credit Union’s advertising campaigns are unique in that they are developed and executed entirely in-house by the AFCU marketing team, which includes full video production and graphic design crews.

“Producing our campaigns in-house allows us to move quickly, stay authentic to our brand and create work that truly resonates with our members,” said Kyle Curtis, VP of marketing at America First Credit Union. “It also gives us the freedom to experiment, take creative risks and push our ideas further with each campaign.”

America’s Credit Unions (formerly CUNA) have held the Diamond Awards for over 30 years, and it is considered the most prestigious marketing competition for the credit union industry. The ADDY Awards is the advertising industry’s largest creative competition. With six gold awards at the state level, America First Credit Union is now eligible for the district and national ADDY Award competitions.

America First Credit Union was recognized for the following entries:

“Get Your Money Working” Campaign

Diamond Awards for Best of Show; Best in Category – Use of Humor; Best of Category – Cutting Edge; Brand Awareness; and Video Commercial – Single or Series

ADDY Awards (Gold) for Best of Show; Integrated Media Campaign; Animation, Special Effects, or Motion Graphics; Computer Generated Imagery; Regional/National Television Commercial Campaign; and Social Media Campaign

This commercial series, which was recognized as the top entry across all categories by both American Advertising Federation and America’s Credit Unions, uses humor to depict people encouraging their money to do a bit more for them, reflecting a central message of helping members “do more with [their] money.

Utah Hockey Club Official Credit Union Ad
Diamond Award for Video Commercial – Single or Series

This commercial features Logan Cooley and Clayton Keller of the Utah Hockey Club talking about how change can be an exciting thing, especially with America First Credit Union to help you through it.

Father’s Day Video
Diamond Award for Video Non-Commercial – Single

This social media video honors fathers through heartfelt messages from children and adults, recognizing everyday acts of care, featuring real America First Credit Union employees and members.

Keyonte George “Financial Assist” Jazz Fan Campaign
Diamond Award for Audience Specific Marketing

In this social media ad series, Utah Jazz guard Keyonte George delivers surprise “financial assists” to families during everyday moments like breakfast or movie night.

Team Debit Card Campaign
Diamond Award for Community Partnerships & Relations, Endorsements, or NIL Efforts

This campaign highlights America First Credit Union’s exclusive team-themed debit cards through videos celebrating its partnerships with the Utah Jazz, Utah Hockey Club and Las Vegas Raiders.

Care-a-Lot Logo
Diamond Award for Logos

This logo was redesigned to renew engagement with America First Credit Union’s longstanding Care-a-Lot employee assistance program and reflects both legacy and connection.

The marketing initiatives of America First Credit Union exist to drive growth and thereby increase the institution’s ability to fulfill and support the mission to provide personal financial services of a superior quality to members.

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ABOUT AMERICA FIRST CREDIT UNION

Now in its 86^th year, America First Credit Union has grown from a single branch serving military personnel and federal employees into one of the strongest and most progressive credit unions in the country. The credit union is the largest in Utah, and has 115 locations across Arizona, Idaho, Nevada, New Mexico and Utah. It is also the fifth largest credit union in America with more than 1.5 million members, and the sixth largest in assets with more than $22 billion. America First Credit Union is a member-owned, not-for-profit cooperative financial institution dedicated to building communities and helping members do more with their money. Learn more at americafirst.com.

MEDIA CONTACT

Dave Nellis
America First Credit Union
801.827.8606

dcnellis@americafirst.com

PHOENIX, Arizona – April 29, 2025 – Phoenix Rising FC and America First Credit Union today announced a dynamic multi-year partnership, naming America First Credit Union the Official Credit Union of Phoenix Rising. The collaboration is rooted in a shared mission to connect with local communities and create meaningful moments for Arizona families both on and off the field.

“We are extremely excited to welcome America First as Phoenix Rising’s Official Credit Union,” said Joey Castor, Phoenix Rising Vice President of Business Operations. “Since our first conversation, it was clear that we had a shared commitment to impacting our community and fan experience. Together, we look forward to amplifying those values and creating even more memorable experiences for our fans and the community we serve.”

As part of the partnership, America First Credit Union will feature on the club’s training tops, launch an exclusive Phoenix Rising Visa® Debit Card and be the presenting partner for the club’s “Out of School” match against Monterey Bay FC on May 17.

“Our partnership with Phoenix Rising underscores the importance we place on supporting organizations that bring people together and that exemplify the unique spirit of the city,” said Tammy Gallegos, EVP Chief Strategic Engagement Officer at America First Credit Union. “We look forward to being a part of an exciting season which we know will bring so much joy to fans and to the community alike.”

Unique to the partnership is “Goals for Good,” an original initiative whereby America First Credit Union will make a monetary donation to one of Rising’s partner charities for every goal scored by a Rising player in the 2025 season. The program brings the spirit of the game beyond the field, turning every goal into meaningful impact for families, neighborhoods and causes across the Valley.

Additionally, America First Credit Union will be the official partner of Phoenix Rising Member Cards. Brand new in 2025, the cards can be used in-stadium for exclusive member discounts at concessions as well as in the team store.

Together, America First Credit Union and Phoenix Rising FC are setting the stage for a partnership driven by purpose, connection, and community pride.

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ABOUT PHOENIX RISING FC

Phoenix Rising FC is the highest-level professional soccer franchise in Arizona history. Established in 2016, the club won the 2023 USL Championship as well as the 2023, 2020 and 2018 Western Conference Titles. Rising won USL Championship’s 2019 Regular Season Title and holds the record for the longest win streak in American professional soccer history (20 matches). It is owned by legendary Chelsea and Ivory Coast striker, Didier Drogba, Advantage Sports Union CEO, Alex Zheng, club chairman/CEO Pablo Prichard and an impressive collection of local business leaders and international celebrities. Phoenix Rising FC plays in the USL Championship. For season tickets or more information call (623) 594-9606 or visit PHXRisingFC.com. You can also follow the team on Facebook (PHXRisingFC), X (@PHXRisingFC), Instagram (@PHXRisingFC) and YouTube (PhoenixRisingFootballClub) or by downloading the Official Team App in the App Store or Google Play

America First Credit Union and community partners worked to combat hunger in Utah, Nevada and Idaho

SALT LAKE CITY – April 7, 2025- America First Credit Union wrapped up its annual campaign to fight childhood hunger in Utah, Nevada and Idaho with the Souper Bowl of Caring.

During the campaign, which ran from February through early March, more than $1.4 million in monetary and food donations was raised via the KUTV and KJZZ telethon program, which America First Credit Union helped champion. These donations went to support community-based organizations that provide food to kids and families who need it most.

Specifically, America First accepted donations online, in branch locations, and through live telethons in multiple states — with more than $100,000 staying local within these areas and sourced directly from the credit union and its members, and others throughout the community. Contributions this year went to organizations focused on food and nutritional support in Nevada, Idaho and Utah, including the Utah Association for Public-School Foundation, Serving Our Kids Foundation, the Food Bank of Northern Nevada and the Idaho Food Bank.

The Souper Bowl of Caring is designed to reach children who rely on school meals and may go without during weekends or school breaks. Donations provide take-home kits, expand and stock school pantry programs, and support local distribution centers that serve thousands of students year-round.

“These contributions represent full backpacks, stocked school pantries and meals for kids who would be left without, otherwise” said Amber Greenwell, charitable foundation and community outreach director at America First Credit Union. “We’ll continue our focus on child hunger throughout the year — but always hope to start with a strong Souper Bowl.”

This year’s campaign engaged volunteers, educators, local mascots, and media to help raise awareness at various points during the campaign. America First Credit Union also facilitated donations for the drive.

The Souper Bowl of Caring began in 1990 as a grassroots effort and has grown into a national campaign. Since joining in 2014, America First Credit Union has helped raise millions of dollars in support of local hunger relief efforts through this campaign, in addition to supporting the effort by processing donations and providing other material support for the effort.

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ABOUT AMERICA FIRST CREDIT UNION

Now in its 85^th year, America First Credit Union has grown from a single branch serving military personnel and federal employees into one of the strongest and most progressive credit unions in the country. The credit union is the largest in Utah, and has 115 locations across Arizona, Idaho, Nevada, New Mexico and Utah. It is also the fifth largest credit union in America with more than 1.4 million members, and the seventh largest in assets with more than $20 billion. America First Credit Union is a member-owned, not-for-profit cooperative financial institution dedicated to building communities and helping members do more with their money. Learn more at americafirst.com.

MEDIA CONTACT

Dave Nellis
America First Credit Union
801.827.8606
dcnellis@americafirst.com

New relationship with the Credit Union will offset participation costs for more than 23,000 youth soccer players across the state

SALT LAKE CITY – April 4, 2025 Utah Youth Soccer (UYSA) today announced that it is teaming up with America First Credit Union to expand opportunities within the sport to more youth throughout Utah.

America First Credit Union will be the front jersey sponsor of Utah Youth Soccer’s recreation soccer clubs across the state, representing more than 23,000 young Utahns. In addition to the jersey, America First will contribute funding to participating teams and recreation centers to offset the financial cost to families and soccer clubs, as well as exclusive credit union offers to UYSA players.

“Nothing brings community together quite like youth sports,” said Tammy Gallegos, EVP Chief Strategic Engagement Officer, America First Credit Union. “Our hope is that this will allow youth and families that might be on the sidelines to participate fully and build skills and memories together.”

Both organizations are dedicated to fostering the success and growth of young people while providing them with tools they need for the future.

“This collaboration is crucial for our young players across the state, providing them with incredible opportunities to grow, compete, and thrive both on and off the field,” said Bryan Attridge, CEO of the Utah Soccer Federation.

America First Credit Union is a trusted leader in Utah, with deep roots in the local soccer community, including Real Salt Lake and the Utah Royals.

As a part of this partnership, America First Credit Union will offer Utah Youth Soccer players $50 when they open a new youth savings account and add a Fundz Visa Debit Card. This aim is reflective of the Credit Union’s broader commitment to helping young people build healthy financial habits and savings. A promotional flier is needed for redemption of the offer and will be available to print and use in conjunction with registration for the upcoming 2025/2026 UYSA season.

For more information, visit utahyouthsoccer.net.

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ABOUT THE UTAH YOUTH SOCCER ASSOCIATION

Utah Youth Soccer is the leader in promoting, developing and governing youth soccer in Utah; providing quality educational and developmental opportunities for all members. With educated and licensed U.S. Soccer coaches, USSF certified referees, insured players, organized leagues, and sanctioned member organizations, UYSA is the largest and most dynamic youth sports organization in Utah. Reaching over 50,000 players across the state, UYSA is the only soccer organization in Utah that offers a diverse range of services and innovative programs to meet the needs of a membership with varied abilities, backgrounds, and financial means. Visit us at utahyouthsoccer.net.

ABOUT AMERICA FIRST CREDIT UNION

 Now in its 86th year, America First Credit Union has grown from a single branch serving military personnel and federal employees into one of the strongest and most progressive credit unions in the country. The credit union is the largest in Utah, and has 115 locations across Arizona, Idaho, Nevada, New Mexico and Utah. It is also the fifth largest credit union in America with more than 1.4 million members, and the sixth largest in assets with more than $22 billion. America First Credit Union is a member-owned, not-for-profit cooperative financial institution dedicated to building communities and helping members do more with their money. Learn more at americafirst.com.

MEDIA CONTACT

Jake Babcock
UYSA
jbabcock@uysa.org

Dave Nellis
America First Credit Union
dcnellis@americafirst.com

Childhood hunger is growing and the credit union is teaming up with partners across three states to help.

SALT LAKE CITY – February 3, 2025 – America First Credit Union is once again teaming up with local partners as a sponsor to help fight childhood hunger in Utah, Idaho and Nevada with the Souper Bowl of Caring, which will run through early February.

“Over more than a decade, our collaboration with the Souper Bowl of Caring has become a vital part of our work to support kids and their communities,” said Dave Nellis, director of public relations at America First Credit Union. “Our team has seen first-hand how impactful the Souper Bowl is each year; it is rewarding to both see the positive impact this program has and to help facilitate donations.”

Childhood hunger is a longstanding concern in Utah, and organizations focused on the issue such as the Utah Food Bank have indicated that the problem has grown larger in recent years. As of November 2024, one in six Utah kids live in homes that do not have enough food — a statistic that was estimated to be closer to one in ten kids in the spring of last year. This food insecurity is especially difficult during weekends and school breaks, as many of these kids rely on school meals. Partners in other states have reported similar, challenging trends.

The Souper Bowl of Caring helps bridge this gap by funding meals for students to take home on weekends and during breaks to ensure that they have access to food, even when they are not at school. The organizations that receive the funds are able to maximize the value of every dollar donated. For example, in 2024, the Utah Food Bank was able to produce $7.34 worth of goods and services to children for every dollar donated. Funds are also used toward building and stocking new distribution centers and to community partners so more families and kids can access these services.

As part of the partnership, AFCU will be accepting monetary donations. Members and others can donate in several ways.

• Online – Donate online for your state and location
• In person – Make a deposit at a branch to account number 550281 (last name: AFCU)
• Tune in – Watch your location’s televised event:
  • SALT LAKE: Tune in to KUTV 2 on Wednesday, February 5, 2025 from 6 a.m. to 10:30 p.m. and call 1-877-908-0680 to donate.
  • LAS VEGAS: Tune in to KSNV News 3 on Thursday, February 6, 2025 from 6 a.m. to 11:35 p.m., and call 1-702-657-3222 to donate.
  • RENO: Tune into KRNV NBC Reno 4 or KRXI Fox 11 News on Friday, February 7, 2025, from 5 a.m. to 7 p.m., and donate in person or online.
  • BOISE: Tune into to KBOI-TV CBS 2 on Friday, February 7, 2025, from 5 a.m. to 6 p.m., and call 1-208- 472-2220 to donate.

Proceeds from donations will go to the Utah Association of Public-School Foundations, the Serving Our Kids Foundation, the Food Bank of Northern Nevada, and the Idaho Food Bank.

In 2024, America First Credit Union and its partners raised over $1.1 million for the Souper Bowl of Caring in Utah. The program originated in South Carolina in 1990, where a Sunday school teacher asked members of her congregation to donate $1 of their Super Bowl party budgets to fight hunger. The localized effort grew into a nationwide movement. KUTV Souper Bowl of Caring telethons started in 2014, and America First Credit Union has been a partner since that time through its charitable foundation. In the past decade, AFCU and Sinclair Broadcasting Group have expanded its Souper Bowl of Caring partnerships to Las Vegas, Reno, and Boise.

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ABOUT AMERICA FIRST CREDIT UNION

Now in its 85^th year, America First Credit Union has grown from a single branch serving military personnel and federal employees into one of the strongest and most progressive credit unions in the country. The credit union is the largest in Utah, and has 115 locations across Arizona, Idaho, Nevada, New Mexico and Utah. It is also the fifth largest credit union in America with more than 1.4 million members, and the seventh largest in assets with more than $20 billion. America First Credit Union is a member-owned, not-for-profit cooperative financial institution dedicated to building communities and helping members do more with their money. Learn more at americafirst.com.

MEDIA CONTACT

Dave Nellis
America First Credit Union
801.827.8606

dcnellis@americafirst.com

New location to replace in-store branch to better serve Riverton and surrounding communities with new technology and expanded services

RIVERTON, Utah (January 6, 2024) – America First Credit Union (AFCU) today announced the opening of its new Riverton Branch. This modern, free-standing branch replaces the Riverton Walmart Branch, which first opened in 2008, and is an extension of the growth the credit union has seen in the area as well as its continued commitment to serving members on the west side of Salt Lake County.

The Riverton Branch is designed to better serve the financial needs of the local community, which includes nearly 16,000 AFCU members and a diverse population of approximately 45,000 residents. Additionally, the branch is expected to draw traffic from neighboring communities such as Bluffdale, Herriman, South Jordan, and Draper, offering enhanced services for individuals and businesses alike.

“This new branch reflects our ongoing dedication to creating state-of-the-art financial services experiences and strengthening relationships in our community,” said Heather Flinders, Vice President, South Central Branches. “This beautiful facility will help us expand the exceptional service our members expect from America First Credit Union.”

A New Standard for Member Experience
The Riverton Branch is among AFCU’s most advanced locations, featuring innovative technology to improve member convenience and service. Highlights include:

• Enhanced Drive-Up Features: Two drive-up lanes, and a new canopy design over video teller machines has been constructed for improved accessibility.
• Video Teller Machines (VTMs): Traditional drive-up services have been replaced with VTMs that offer on-demand support from the Branch Remote Services Team, ensuring quick and efficient transactions.
• Modernized Interiors: A tailored interior space has been designed for more meaningful member connections and an improved overall banking experience.

Member Celebration Day
To celebrate the new branch, AFCU will host a Member Celebration Day on Saturday, January 11, from 11 a.m. to 1 p.m. The community is invited to enjoy food trucks, family-friendly activities, and exciting giveaways.

Exclusive New Member Offers
Special new member promotions are available at the Riverton Branch through January 31, 2025:

• $200 for new members who establish a savings and checking account
• $50 for new youth members (ages 8–17, Savings) who establish a teen checking account including a Fundz card
• $50 for new youth members (ages 0–7) who establish a savings, dedicated savings, or certificate of deposit account
• A chance to win a $3,000 Get-A-Way Today Vacation Package

Ribbon Cutting Ceremony
A formal ribbon-cutting ceremony will take place on Friday, January 17, 2025, with AFCU representatives, community leaders, and others in attendance.

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ABOUT AMERICA FIRST CREDIT UNION

Now in its 85^th year, America First Credit Union has grown from a single branch serving military personnel and federal employees into one of the strongest and most progressive credit unions in the country. The credit union is the largest in Utah, and has 115 locations across Arizona, Idaho, Nevada, New Mexico and Utah. It is also the fifth largest credit union in America with more than 1.4 million members, and the seventh largest in assets with more than $20 billion. America First Credit Union is a member-owned, not-for-profit cooperative financial institution dedicated to building communities and helping members do more with their money. Learn more at americafirst.com.