East West Bank has become the Official Community Banking Partner of the Los Angeles Rams, joining forces with the NFL franchise on a multiyear agreement that pairs the Pasadena-based lender's name with two of the team's community programs. The deal, announced Thursday, covers joint marketing, advertising and community engagement efforts across Southern California, with East West Bank stepping in as presenting partner of the Rams' pLAymakers and Fighting Hunger initiatives.
According to Pasadena Now, the partnership will allow East West Bank to advance its mission through sports while supporting connections, expanded opportunities and communities across the region. The financial terms of the agreement were not disclosed, and neither organization announced specific events or funding commitments tied to the two programs, per the same report.
The pLAymakers program recognizes local leaders working to improve their neighborhoods, while Fighting Hunger focuses on addressing food insecurity, according to a company announcement carried on Financial Times Markets. That release describes the collaboration as encompassing collaborative marketing, advertising and community engagement initiatives spanning the Southern California footprint both organizations share.
Executives Frame the Deal as a Values Match
Deborah Leerhsen said East West Bank believes in building bridges that connect people, cultures and communities in ways that help everyone reach further and win, the bank's stated rationale for aligning with the team, per the same account. On the Rams' side, Jennifer Prince said the team is committed to partnering with organizations that are leaders in their industries, framing the arrangement as one built on the idea that the Rams believe in partnering with purpose.
East West Bank arrives at the partnership with a reputation for high performance and the distinction of being the largest independent bank headquartered in Southern California. Its parent company, East West Bancorp, Inc., reported total assets of $85 billion and operates more than 110 locations across the United States and Asia, with U.S. markets spanning California, Georgia, Illinois, Massachusetts, Nevada, New York, Texas and Washington, the company announcement notes.
A Storied Franchise With Deep Southern California Roots
The Rams bring their own long history to the pairing. Founded in 1937, the franchise is among the NFL's oldest and has won four championships, including Super Bowl LVI, and sent 30 members to the Pro Football Hall of Fame, according to the announcement. The team plays its home games at SoFi Stadium in Inglewood, part of the 298-acre Hollywood Park sports and entertainment development that is owned, being developed and operated by Rams owner and chairman E. Stanley Kroenke.
Examples of bank-sponsored community programs in Southern California's professional sports landscape include Pacific Premier Bank, which has been the Official Business Bank of the Los Angeles Chargers since 2017, a partnership that has included its own community-focused initiatives, according to FinTech Futures. Nationally, U.S. Bank teamed up with the NFL earlier this year on Financial Edge, a financial guidance program for current and former players, alongside plans for a future joint community engagement effort, per U.S. Bank.
For now, East West Bank and the Rams have laid out the broad strokes of their collaboration without detailing specific events or dollar figures tied to pLAymakers or Fighting Hunger. What is clear is the intent: a bank built on connecting people and cultures now lending its name to a franchise built on decades of Southern California football history, with both sides betting that the partnership resonates with fans and neighborhoods alike.
