Modern Marketing

Behind Q2’s decision to put its name on Austin’s new soccer stadium

  • Q2 bought the naming rights to the new soccer stadium in Austin.
  • It’s a move to cement the firm as a player in the local market and a place to convene with its banking partners and fintechs.

Email a Friend

Behind Q2’s decision to put its name on Austin’s new soccer stadium

The Super Bowl may be over, but banking software season is just gearing up. 

Q2, a digital banking software firm serving banks and credit unions, recently announced its plans to put its name on Austin’s upcoming $260 million soccer stadium. 

With momentum in its core software offering and new banking as a service clients like Intuit and Credit Karma, Q2 had a good 2020. By the third quarter of last year, the company had 17.1 million registered users on its platform — a 21% year-over-year growth. 

q2 stadium
Source: Q2

The company is expanding. There are hundreds of new open positions on its site. And the company is making a bet that the stadium will help attract top local talent. Putting your company’s name on a stadium may seem like an extreme way of saying ‘we’re hiring.’ But it could also be a way to get first dibs on talent in the area before anyone else does, as Austin is emerging as a tech hub. 

Major tech companies have already established locations in Austin. Oracle moved its headquarters there in December. Samsung has a base there too and is even negotiating building a chip factory in the area.


“With Austin exploding, there’s a need to hire top talent,” said Will Furrer, chief strategy officer at Q2. “To get that talent, we’ve got to invest in the community. Why not have a venue where things come together?”

Building Q2 Stadium could be seen as a major power move on the company’s part, as well — similar to SoFi putting its name on a $5 billion football stadium back in September. The venue can serve as an impressive spot to bring prospective clients — a way to showcase the company’s assets and meet with banking and fintech partners.

q2 stadium
Source: Q2

“We think it will be phenomenal for the business — it’s a phenomenal venue,” said Furrer.

And with the city’s newfound focus on Major League Soccer, Austin also happens to be on its way to becoming a soccer hub. The Q2 Stadium will be home to Austin’s own major league soccer team, which is expected to start playing later this year. The team will be Austin’s first-ever sports team.

“Soccer is gaining traction as the second fastest growing professional sport in the U.S. and is already the staple for Austin as a city as the lone professional sports franchise in town,” said Jeremy Pressman, founding partner of ADvantage Sports Tech Fund, a VC for sports tech.

Having the naming rights for the city’s up-and-rising staple sport’s stadium could also be a way to cement Q2 in people’s memory. 

But even so, a costly move like this is always risky. And now, with the pandemic still here, doubly so. 

One risk is simply not knowing when stadiums will even feel relevant again.

“It may take a while to get back to a state where people are fully comfortable traveling to sporting events, even if they are more focal points of business going forward,” said Pressman.

Still, Q2’s Furrer doesn’t seem too concerned about potential obstacles. ‘This too shall pass,’ seems to be his motto.

“Normal will come back,” said Furrer. “And when it does, people will want events, people will want memories, and people will want locales to have them in.”

In general, Q2’s approach to getting first dibs on talent seems very much in line with ‘go big or go home’. 

“It’s an interesting power play from a group looking to make a name in an area of the world which is quickly growing for this sport,” said Pressman.

When it comes to talent acquisition, Q2 is getting the ball rolling with this stadium. Now it’s just a matter of seeing if it scores.

0 comments on “Behind Q2’s decision to put its name on Austin’s new soccer stadium”

Modern Marketing

‘The transformation of banks into lifestyle brands is the transformation of the card into a lifestyle product’: Challenger banks turn to custom packaging as next step in customer journey

  • With so many challenger banks popping up, digital banking solutions are struggling to stand out.
  • How challenger banks package their cards could be key to staying memorable and top of wallet.
Rivka Abramson | February 23, 2021
Modern Marketing

‘Personal agency and digital transformation are here to stay’: 4 top marketers sound off on trends and strategies

  • Tearsheet interviewed marketing and UX experts to gauge their insight on industry trends.
  • We look at digital transformation, virtual collaborations in user experience teams, B2B marketing strategies and PPP lending.
Tearsheet Editors | February 15, 2021
Modern Marketing

‘We were already banking a lot of essential workers’: Current’s new advertising campaign focuses on getting paid early

  • Challenger bank Current recently launched two TV commercials focusing on user experience.
  • The challenger bank doubled its customer base in 2020 and reached around 2 million active users by the end of the year.
Rimal Farrukh | February 10, 2021
Member Exclusive, Modern Marketing

‘We were ordering food just to be able to talk to delivery people’: How young companies are reaching users during the pandemic

  • Young financial companies have had to be extra creative in how to reach potential users.
  • From ordering food to optimizing SEO, here are some of their methods.
Rivka Abramson | February 08, 2021
Modern Marketing

Klarna debuts its first Big Game commercial, ‘The Four Quarter-Sized Cowboys’

  • Klarna recently launched its Big Game commercial about four quarter sized cowboys starring Maya Rudolph for Super Bowl Sunday.
  • The Big Game campaign marks the buy-now-pay-later competitor’s largest marketing campaign in the U.S to date.
Rimal Farrukh | February 05, 2021
More Articles