UNM Athletics and Nusenda Credit Union Announce Elevated Partnership

ALBUQUERQUE, N.M. – Two of Albuquerque’s most iconic brands, University of New Mexico Athletics and the Nusenda Credit Union, announced an extension of their groundbreaking partnership to include a uniform patch that will be worn by the Lobos’ 2026-27 winter and spring sports teams. The announcement was made during Monday’s unveiling of the organization’s new signage at The Pit – Powered by Nusenda.

The agreement marks Lobo Athletics’ first-ever uniform patch, debuting Monday, November 2, when the UNM men’s basketball team squares off against Utah Tech in The Pit – Powered by Nusenda. Under new legislation adopted by the NCAA membership earlier this year, athletics programs may now place up to two commercial logos on uniforms/apparel during the regular season, as long as each patch is no larger than 4 square inches.

Monday’s event also celebrated the launch of new officially licensed UNM and Lobo Athletic debit cards, available exclusively at Nusenda. The branded debit cards, available with either the Lobo shield or Lobo script, are now available at Nusenda branches throughout the region.  

“Our student-athletes carry the pride of New Mexico every time they put on a Lobo uniform, and we are thrilled to have a partner who shares that pride,” UNM President Dr. Steve Goldstein said. “For more than 40 years, Nusenda has stood with this University, and we are deeply grateful for its continued investment in our student-athletes and in the future of Lobo Athletics.”

The naming of The Pit represents the most visible expression of generosity in a relationship that began in 1985 and has seen Nusenda invest over $8 million into university initiatives, including the UNM Center for Financial Capability, UNM Rainforest and Innovate ABQ, the UNM Wireless Project, the Nusenda Lobo Landing branch in the Student Union Building, and other philanthropic commitments to UNM Hospital and Popejoy Hall.  

The naming of The Pit represents the most visible expression of generosity in a relationship that began in 1985 and has seen Nusenda invest over $8 million in university initiatives, including the UNM Center for Financial Capability, UNM Rainforest and Innovate ABQ, the UNM Wireless Project, the Nusenda Lobo Landing branch in the Student Union Building, and other philanthropic commitments to UNM Hospital and Popejoy Hall.  

“We are grateful for Nusenda’s continued investment in the University of New Mexico and Lobo Athletics,” UNM Vice President and Director of Athletics Ryan Berryman said. “Like UNM, Nusenda is committed to excellence and making a long-term impact throughout New Mexico, and together, we have built a historic partnership that is helping to fuel the academic and athletic success of all Lobo student-athletes.

Originally founded in 1936 as Albuquerque Public Schools Federal Credit Union, today Nusenda is New Mexico’s largest credit union in both assets and membership. 

“As a proud UNM alum, I’m a firm believer that strong universities create strong communities, and strong athletic programs create pride, visibility, economic activity, and opportunities that benefit all of us,” said Nusenda President and CEO Michelle Dearholt, a two-time graduate of the University of New Mexico. “College athletics is increasingly competitive, and the ability for programs like Lobo Athletics to compete and thrive requires a stronger level of support from the community around them. When Lobo Athletics succeeds, Albuquerque and all of New Mexico benefit. We hope this investment inspires others throughout our business community to get involved and support Lobo Nation.”

UNM Sports Properties, UNM Athletics’ exclusive multimedia rights holder and an extension of Playfly Sports, the sports industry’s leading revenue maximization company, helped execute the elevated partnership.

Nusenda’s elevated partnership includes field logos at University Stadium, the naming of The Pit – Powered by Nusenda, jersey patches on competition apparel for Lobo men’s basketball, women’s basketball, baseball, softball, men’s and women’s golf, and men’s and women’s tennis. The partnership also includes a wide range of multimedia and digital assets. Nusenda will continue to provide financial education workshops, one-on-one guidance, in-person presentations, and ongoing access to trusted experts to help student-athletes build lifelong financial skills.

 “Adding the Nusenda logo to Lobo uniforms illustrates the importance of building and strengthening relationships during this complex time for college athletics,” said Playfly Sports Properties President Christy Hedgpeth. “Nusenda is not just sponsoring the jersey patch, but it has created a comprehensive campaign with UNM that leans into the storytelling of their brand and ensures visibility that goes far beyond game day.”