“Homeownership education is most effective when it is delivered in familiar spaces and in the language families are most comfortable using,” said Victor Ciardelli, CEO of Rate. “Alianza brings families together through sports, culture and community. This partnership allows us to meet families where they already are and provide practical tools that support long-term financial confidence.”
Alianza events serve as a hub for Latino youth soccer and family involvement. The expanded partnership builds on previous activations in Chicago, Los Angeles and New York City and expands to other markets with growing Latino populations. On-site programming will take place from May through September, which coincides with peak periods, the companies said.
Rate will also integrate its Language Access Program into the partnership, promoting Spanish-language tools and educational resources related to mortgages, insurance and digital financial services. These resources will be shared through joint communications with registered Alianza families.
The partnership comes as demand for Latino homebuyers continues to grow and interest in soccer increases across the country ahead of the United States hosting the 2026 FIFA World Cup.
“Our mission has always been to create opportunities for families through football,” said Steven Powell, vice president of For footballthe parent company of Alianza. “By partnering with Rate, we can expand that mission by helping families access financial education and homeownership resources that support long-term stability.”
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