Fig Financial has been announced as the Official Financial Literacy Partner of U SPORTS as part of a new two-year national partnership focused on improving financial education for Canadian university student-athletes. The partnership was facilitated by Cosmos Sports and Entertainment, which played a key role in bringing the two organizations together and helping structure the collaboration.
Through the agreement, Fig will work with U SPORTS to deliver accessible financial education resources designed to equip student-athletes and their families with essential money-management skills. A central component of the partnership will be the launch of a dedicated financial literacy tab on the U SPORTS website, where athletes and families can learn about finances both in and out of sport. The hub will feature educational content focused on budgeting, credit, savings, and long-term financial planning.
In addition to digital resources, Fig will host online financial literacy seminars for U SPORTS student-athletes. These sessions will provide real-time opportunities for participants to ask questions, gain practical insights, and engage directly with financial experts on topics relevant to their academic and athletic journeys.
The initiative responds to growing financial pressures faced by students and their families, including tuition, housing, equipment, and travel expenses. It also aligns with broader financial literacy challenges among younger Canadians. National research commissioned by Fig has highlighted gaps in financial understanding across Gen Z and Canadian households, reinforcing the need for practical, easy-to-understand financial education.
By leveraging Fig’s financial expertise and U SPORTS’ national platform, the partnership will provide student-athletes with tools and guidance to help them make informed financial decisions during their university years and into the future. Programming and educational content will be delivered across U SPORTS digital channels to ensure nationwide reach.
Cosmos Sports and Entertainment supported the development of the partnership by aligning Fig’s financial literacy objectives with U SPORTS’ commitment to athlete development. The agency’s involvement ensured the initiative was structured to maximize impact, accessibility, and long-term value across the Canadian university sport system.
Fig Financial is a Canadian online personal loan provider backed by Fairstone Bank and Koru, combining digital innovation with established financial services expertise.
U SPORTS is the national governing body for university athletics in Canada, representing more than 15,500 student-athletes across 58 universities and 13 sports.
Cosmos Sports and Entertainment is a sports marketing agency specializing in partnerships, sponsorships, and brand development. The agency played an instrumental role in facilitating the relationship between Fig Financial and U SPORTS and supporting the creation of this national financial literacy initiative.
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