“Homeownership education is most effective when it is delivered in trusted spaces and in the language families are most comfortable using,” said Victor Ciardelli, CEO of Rate. “Alianza brings families together through sport, 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 engagement. The expanded partnership builds on earlier activations in Chicago, Los Angeles and New York City and extends into additional markets with growing Latino populations. On-site programming will take place from May through September, coinciding with peak attendance periods, the companies said.
Rate will also integrate its Language Access Program into the collaboration, promoting Spanish-language tools and educational resources related to mortgage, insurance and digital financial services. These resources will be shared through joint communications with registered Alianza families.
The partnership comes as Latino homebuyer demand continues to grow and as interest in soccer increases nationwide ahead of the United States hosting the 2026 FIFA World Cup.
“Our mission has always been to create opportunity for families through soccer,” said Steven Powell, vice president of For Soccer, the parent company of Alianza. “Partnering with Rate allows us to extend that mission by helping families access financial education and homeownership resources that support long-term stability.”
