Alianza de Futbol, the nation’s largest Hispanic soccer program, is proud to announce a new partnership with Rate, the #2 retail mortgage lender in the United States, for the 2025 season.

As an exclusive partner, Rate will receive category exclusivity in the mortgage lending and home financial services categories across the Alianza platform. The partnership includes on-site activations for the brand’s “Contigo 100%” program at Alianza events in Chicago, New York City, and Los Angeles, where Rate loan officers will provide free, bilingual financial education and guidance to attendees interested in learning more about the homebuying process.

The initiative aims to empower all communities with the knowledge and tools needed to make informed decisions about homeownership, bridging a critical gap in access to financial resources within underserved communities, including Spanish-speaking families.

“At Rate, our commitment to supporting the Latino community goes beyond just words — it’s about taking real, tangible steps to engage and serve in meaningful ways,” said Arlyn J Kalinski, SVP of Fair and Equitable Lending Strategies at Rate. “We’re thrilled to partner with Alianza de Futbol and look forward to working together to empower more families and create lasting impact. Partnering with Alianza de Futbol is part of our broader, long-term strategy to connect with Latino families across the country and offer products that truly meet their needs—whether it’s homeownership through our completely in-Spanish mortgage process, Down Payment Assistance Programs, Bank Statement Loans, or other financial solutions. Supporting all families in their homeownership journey and providing accessible, culturally relevant resources is core to our mission — because everyone deserves the opportunity to thrive. This ongoing commitment isn’t just a one-time effort; it’s at the heart of how we plan to make a positive, lasting impact in the lives of those we serve.”

“We are excited to announce this new partnership and applaud Rate’s commitment to providing valuable financial education and guidance to our Latino communities by assisting them with obtaining home loans,” said Steve Powell, Vice President of For Soccer. “This is exactly the kind of purpose-driven activation and true commitment to the community that makes a real impact in the lives of our players and fans.”

With more than 225,000 attendees annually, Alianza offers a powerful platform for Rate to connect with Latino families through culturally relevant, community-first engagement, and spread awareness of its Spanish language digital platform enabling customers to progress through the entire mortgage process in Spanish. 

Rate’s Latino Loan Officers will have the opportunity to interact with more than 90,000 Alianza guests in person at Alianza’s events on July 12 – 13 (Chicago), August 2 – 3 (New York City), and August 23 – 24 (Los Angeles).

About Rate

Rate is a leader in mortgage lending and digital financial services. Headquartered in Chicago, Rate is the #2 retail mortgage lender in the U.S., with over 850 branches across all 50 states and Washington D.C. Since its launch in 2000, Rate has helped more than 2 million homeowners with home purchase loans and refinances. The company has cemented itself as an industry leader by introducing innovative technology, offering low rates, and delivering unparalleled customer service. Honors and awards include Best Mortgage Lender for First-Time Homebuyers by NerdWallet for 2023; HousingWire’s Tech100 award for the company’s industry-leading FlashClose℠ digital mortgage platform in 2020, MyAccount in 2022, and Language Access Program in 2023; No. 2 ranking in Scotsman Guide’s 2022 list of Top Retail Mortgage Lenders; the most Scotsman Guide Top Originators for 11 consecutive years; Chicago Agent Magazine’s Lender of the Year for seven consecutive years; and Chicago Tribune’s Top Workplaces list for seven straight years. 

About For Soccer

For Soccer is the preeminent North American soccer marketing, media, and experiences company, focused on helping brands accelerate soccer growth through research, content, experiential marketing, sponsorships, and our owned properties of Alianza de Futbol and Black Star.

About Alianza de Futbol
Alianza de Futbol, owned and operated by For Soccer, is the largest and most prestigious grassroots soccer platform in the U.S. focused on Hispanic communities. Each year, the Alianza Tour visits major cities nationwide, providing unique opportunities for young players, families, and fans to engage with the game.

Media Contact
Emily Huddell
emily.huddell@forsoccer.com

July 24, 2025