The word Aven will sit on San Jose Sharks home helmets starting today against the Florida Panthers, the first night of a deal that runs through the 2028-29 season. The San Francisco fintech, which sells a credit card backed by home equity, also picked up branding at SAP Center, Sharks Ice at San Jose, team broadcasts and digital channels, and Sharks Foundation programs.
Sharks Sports & Entertainment president Jonathan Becher framed the pact to the Silicon Valley Business Journal as a working partnership rather than a logo rental. Aven spokesperson Rick Chen said the club’s audience lines up with the company’s target: Bay Area homeowners who might use a lower-rate card instead of a conventional one.
The timing is not accidental. After the second half of last season, Becher said broadcasts, social traffic, season-ticket memberships, and merch all moved up. Inbound partnership inquiries tripled versus a year earlier. Team deals now range from about $100,000 to more than $10 million a year. On the ice the club is selling a young core: Macklin Celebrini (NHL 27 cover athlete), Will Smith, Ivar Stenberg, and Michael Misa.
Source: SVBJ