The news: JPMorgan Chase partnered with Hudl, a video capture and livestreaming platform focused on high school sports, to distribute financial education content to high school student athletes. Chase will integrate its Money Skills curriculum into Hudl’s platform and programming.

Zoom out: MoneySkills is a financial education program that includes guidance on how to manage a budget, track expenses, and reach financial goals. It also promotes features in the Chase app, including budgeting and spend tracking, while exposing students to other products like deposit accounts and CDs.

Trendspotting: Partnerships with sports teams and athletic organizations are a common way for banks to reach consumers who are new to banking. Financial education is often included, although the Chase and Hudl partnership stands out for its national, digital distribution. Other partnerships reach smaller audiences:

• The Michigan Intercollegiate Athletic Association, for example, partners with MSU Federal Credit Union on a niche digital banking platform.
• Saint Joseph’s University works with Philadelphia Federal Credit Union, including through a financial literacy program for student athletes.
• Visions Federal Credit Union works with Syracuse University and its business school on a “financial empowerment program” for student athletes.

Implications for banks: Sports apps can offer digital engagement that financial-literacy programs distributed directly and through schools often cannot match. The rising consumer adoption of sports apps suggests that banks—and other organizations—can use them to reach large, captive audiences.

Our forecast estimates 78.6 million US smartphone sports app users in 2029, up more than 13% from 2025. Targeting student athletes through sports apps can put banks in front of digitally native consumers who may not yet have strong relationships with traditional financial services providers. Banks should reconsider how they set up sports partnerships for younger consumers: App-based distribution may be more effective than traditional outreach.