Huntington Leaps into National Spotlight with Scheffler Deal, Branch Push

Huntington Bank, a regional financial institution with a strong presence in the Midwest and beyond, continues to expand its footprint through a blend of strategic partnerships, community investments, and new branch openings. In recent weeks, the bank has announced several developments, including the opening of a full-service branch in South Euclid, Ohio, and a high-profile sponsorship of a Wellball VIP League basketball event. These moves underscore Huntington's growing emphasis on community engagement and national brand visibility.

The bank's foray into sports partnerships took a major step forward with the announcement of Scottie Scheffler, the world's No. 1 golfer, as its first PGA Tour ambassador. The partnership is a continuation of Huntington's long-standing relationship with Scheffler, who previously worked with Veritex Community Bank, a subsidiary now under the Huntington umbrella. Scheffler will serve as a key figure in Huntington's broader sports marketing strategy, which includes branding on his golf equipment and continued support for his charitable initiatives.

Meanwhile, Huntington also opened a new branch in South Euclid, Ohio, at the Oakwood Commons location. The branch, which features teller services, personal and private banking, and ATMs, is part of the bank's larger effort to strengthen its presence in key markets. The grand opening event included a visit from South Euclid Mayor Georgine Welo and former Cleveland Browns star Josh Cribbs, highlighting Huntington's local community focus.

Strategic Moves to Strengthen Brand and Reach

Huntington's partnership with Scheffler is more than a marketing stunt-it's a calculated move to align with a top-tier athlete who embodies the values the bank wants to project. Brant Standridge, president of Consumer and Regional Banking at Huntington, emphasized that relationships are at the heart of the bank's philosophy, both with customers and athletes like Scheffler. The partnership also reflects Huntington's growth strategy in Texas and beyond, where it recently announced plans to acquire Cadence Bank, a move that would expand its footprint in the South and Texas.

The bank's sponsorship of the Wellball VIP League in New York, on the other hand, represents a different angle of engagement. The event, scheduled for December 20, 2025, is a high-visibility basketball competition that emphasizes shooting accuracy and mental toughness. Chaince Digital Holdings, which previously operated under the name Mercurity Fintech Holding Inc., is also supporting the event, showing how fintech and traditional banking entities are increasingly looking to connect with younger, urban audiences.

A Commitment to Community and Financial Inclusion

Beyond its brand-building efforts, Huntington has also demonstrated a clear commitment to community development and financial inclusion. The bank has long been a leader in supporting small businesses, having been the top SBA 7(a) lender in Ohio for 17 consecutive years. In 2025, it joined forces with FHLBank Pittsburgh in a broader regional initiative to address homelessness through the Home4Good program. The initiative awarded $8.4 million in grants to 110 organizations across Delaware, Pennsylvania, and West Virginia, with $6 million coming from FHLBank and $2.4 million from its housing finance agency partners.

This collaborative approach reflects Huntington's broader corporate ethos: to serve not only as a financial services provider but also as a key player in addressing social and economic challenges. The bank has also maintained its presence in collegiate sports, with naming rights for Huntington Bank Stadium at the University of Minnesota and a long-standing partnership with The Ohio State University athletics. These moves are part of a larger, multi-pronged strategy to build trust and visibility across diverse markets.

What This Means for Investors and the Market

Huntington's recent activities send a message to investors about the bank's confidence in its future growth trajectory. The planned acquisition of Cadence Bank, if approved, would position Huntington as one of the top 10 banks in the U.S., with combined assets of $276 billion and deposits of $220 billion. This scale is likely to attract attention from both institutional and retail investors looking for stable, growth-oriented opportunities in the regional banking sector.

From a market perspective, Huntington's expansion into new markets and deeper investments in community-focused initiatives align with broader trends in financial services. As customers increasingly value socially responsible and community-minded institutions, Huntington's emphasis on trust, values, and local engagement could position it as a leader in the evolving banking landscape. For now, the bank continues to build its national profile, one partnership and one community at a time.