June 6, 2025
What began as a simple sponsorship of high school basketball has grown into something much more—a thread deeply woven into the fabric of Illinois communities. From Friday night lights and marching band competitions to buzzer-beating three-pointers and state championships, these aren't just events—they’re milestones that shape lives.
“COUNTRY Financial’s support of the Illinois High School Association (IHSA) has allowed us to elevate our state final experiences, helping create lifelong memories for countless students, coaches, parents, and fans,” said Craig Anderson, IHSA’s Executive Director. “They’ve also brought innovation to the table with programs like the Teacher Spotlight, which highlights the important work of educators and coaches.”
Founded in 1900, the IHSA oversees interscholastic competition for more than 800 high schools across Illinois. From sports and music to scholastic bowls and speech, it’s a driving force behind the extracurricular heartbeat of high school life. But the IHSA is about more than games and trophies—it’s about developing well-rounded individuals, encouraging sportsmanship, and fostering leadership.
The company’s support for that mission is both institutional and deeply personal.
“As an organization rooted in community, we believe in investing in what matters—our youth, our schools, and our future leaders,” said Nikki Johnson, Vice President, Marketing. “The IHSA provides a platform where students grow, learn, and shine. Our involvement is about being part of that journey.”
That personal connection shows up in ways big and small. Take rep Michael Lenahan, McLean-Livingston District. As a student-athlete, he played in the IHSA State Finals with Bloomington Central Catholic. Years later, he returned—not to compete, but to present awards at the same tournament that once shaped him.
“He had an amazing experience as a student-athlete, which led him to give back to other students,” said Anderson. “It’s stories like his that remind us this partnership is about more than branding. It’s about relationships.”
Over the years, COUNTRY has supported a wide range of IHSA programs—from the high-flying Slam Dunk Contest and the beloved Three-Point Showdown, to ensuring the state tournament remains televised, continuing a tradition that dates back to 1952. In fact, the 1963 IHSA Boys Basketball Championship aired live on WGN—bumping the NCAA Championship to tape delay.
But this partnership isn’t defined by nostalgia—it’s defined by relevance.
COUNTRY reps don’t just attend games—they’re part of the communities. They’re fans, parents, volunteers, and alumni. Their presence at high school events isn’t about promotion; it’s about participation.
“High school athletics gives us an opportunity to watch these young men and women become not only successful in their sports but also successful in life,” said rep Jason Milam, Peoria-Knox District. “Our partnership with IHSA allows us to be a part of that history. It’s truly a tradition we value and can never take for granted.”
Our corporate partnership with IHSA gives COUNTRY representatives a unique opportunity to be present for the moments that matter most. It’s more than just sponsorship—it’s about showing up, supporting student-athletes, and strengthening the communities we serve. Whether they’re reconnecting with clients in the stands, collaborating with athletic directors, or mentoring the next generation on and off the field or court, our reps build meaningful, lasting relationships through their involvement with local high schools. This partnership reinforces our commitment to community, and helps us stay deeply connected to the people we protect every day.
“Without a doubt, what makes COUNTRY such an amazing partner is the genuine community connections that exist with its reps and employees,” Anderson added. “High schools are the epicenter of many Illinois communities. COUNTRY doesn’t just show up for the big game—they’re there through the good and bad.”
Fifty years in, COUNTRY’s support remains a pillar of high school athletics and activities in Illinois—not because we had to be, but because we choose to be. It’s a partnership defined not by contracts, but by commitment. And it’s one more way we live our Vision: to enrich lives in the communities we serve, and invest in people and teams by focusing on what’s important to our employees and reps.
In locker rooms, on gym floors, behind podiums, and in stands across the state, that commitment lives on. And for the thousands of students who find their voices, their confidence, and their memories through the IHSA, the COUNTRY legacy is still being written—one story, one moment, one season at a time.
COUNTRY Financial® is a family of affiliated companies (collectively, COUNTRY) located in Bloomington, IL. Learn more about who we are.