Edward Jones and Big 12 Team Up to Combat Food Insecurity in 16 Communities
In an inspiring partnership that highlights community engagement and social responsibility, Edward Jones has teamed up with the Big 12 Conference to address food insecurity across 16 different communities. This collaboration was officially showcased at the Edward Jones Big 12 Football Championship, an event that not only celebrates athletic excellence but also underscores the importance of giving back.
At the heart of this initiative is a significant financial commitment: Edward Jones is donating a total of $250,000 aimed at tackling the pressing issue of hunger throughout the Big 12 markets. This bold move reflects the firm’s philosophy that wealth transcends financial metrics—it's equally about fostering strong community ties and making a difference in people's lives. The partnership promotes more than just financial growth; it emphasizes meaningful connections and shared experiences, as embodied in their campaign slogan, "Let's find your rich™," featuring popular actor Milo Ventimiglia.
The centerpiece of this collaboration is the "Big 12 Championship Drive Against Hunger." As part of this initiative, Edward Jones is implementing a series of impactful activities centered on community engagement and support:
As articulated by Hema Widhani, Principal and Chief Brand, Experience, and Marketing Officer at Edward Jones, the approach to financial fulfillment acknowledges that it varies from person to person. Widhani emphasized that this partnership serves as a platform to celebrate personal milestones, shared experiences, and the creation of legacies while making a tangible impact in local communities.
Edward Jones's commitment to community extends beyond fighting hunger. They are actively involved in initiatives that foster economic inclusion and provide valuable career opportunities for students. Upcoming events include:
As the partnership between Edward Jones and Big 12 unfolds, it serves as a testament to the powerful impact that collaboration can have on communities. By aligning sports with social responsibility, they are not just spectators in the game but active participants in driving change for a better future. To learn more about this transformative partnership and its initiatives, visit Edward Jones Big 12.
Founded as a leading North American financial planning firm, Edward Jones has grown to serve over 9 million clients, holding more than $2.4 trillion in client assets as of September 26, 2025. The firm is deeply committed to improving lives through proactive engagement and financial advice, reinforcing its presence across 68% of U.S. counties and in various Canadian provinces.
Entering its 30th year, the Big 12 Conference stands as a leading force in collegiate athletics. Under the guidance of Commissioner Brett Yormark, the conference emphasizes innovation, marketing, and brand growth, comprising 16 universities across 10 states. This strategic collaboration with Edward Jones represents a shared commitment to community welfare and empowerment.
At the heart of this initiative is a significant financial commitment: Edward Jones is donating a total of $250,000 aimed at tackling the pressing issue of hunger throughout the Big 12 markets. This bold move reflects the firm’s philosophy that wealth transcends financial metrics—it's equally about fostering strong community ties and making a difference in people's lives. The partnership promotes more than just financial growth; it emphasizes meaningful connections and shared experiences, as embodied in their campaign slogan, "Let's find your rich™," featuring popular actor Milo Ventimiglia.
A Closer Look at the Initiative
The centerpiece of this collaboration is the "Big 12 Championship Drive Against Hunger." As part of this initiative, Edward Jones is implementing a series of impactful activities centered on community engagement and support:
- - Fan Engagement with Purpose: During the championship game at AT&T Stadium, attendees will have a unique opportunity to participate in packing Lovepacs meal boxes. This effort aims to provide holiday meals for over 100 families in North Texas and contribute more than 2,000 pounds of food to local food banks.
- - Nationwide Reach: To extend its impact beyond Dallas, Edward Jones will also donate $12,000 to food banks across each of the 16 communities represented in the Big 12, ensuring that large-scale support is mobilized where it is needed most.
- - Social Media Campaign: Engaging local supporters, Edward Jones is launching a social media initiative where every share of their content will contribute an additional dollar—up to $50,000—toward the Lovepacs cause. This campaign not only encourages community participation but also raises awareness about food insecurity.
- - Volunteerism: In a further commitment to community spirit, student athletes and staff from Big 12 universities will have opportunities to volunteer at local food banks throughout the holiday season, fostering relationships and embodying the spirit of giving that is crucial during this time.
Hema Widhani’s Vision
As articulated by Hema Widhani, Principal and Chief Brand, Experience, and Marketing Officer at Edward Jones, the approach to financial fulfillment acknowledges that it varies from person to person. Widhani emphasized that this partnership serves as a platform to celebrate personal milestones, shared experiences, and the creation of legacies while making a tangible impact in local communities.
Future Engagements on the Horizon
Edward Jones's commitment to community extends beyond fighting hunger. They are actively involved in initiatives that foster economic inclusion and provide valuable career opportunities for students. Upcoming events include:
- - Big 12 Career Tour: This annual event enables Edward Jones to connect with student athletes exploring diverse career pathways. Through panel discussions, students will gain insights into careers in wealth management and finance, bridging the gap between academia and professional opportunities.
- - Next Play Challenge: An exciting segment of the championship, this challenge involves two Big 12 students competing for a $10,000 scholarship sponsored by Edward Jones, highlighting their investment in nurturing young talent.
As the partnership between Edward Jones and Big 12 unfolds, it serves as a testament to the powerful impact that collaboration can have on communities. By aligning sports with social responsibility, they are not just spectators in the game but active participants in driving change for a better future. To learn more about this transformative partnership and its initiatives, visit Edward Jones Big 12.
About Edward Jones
Founded as a leading North American financial planning firm, Edward Jones has grown to serve over 9 million clients, holding more than $2.4 trillion in client assets as of September 26, 2025. The firm is deeply committed to improving lives through proactive engagement and financial advice, reinforcing its presence across 68% of U.S. counties and in various Canadian provinces.
About the Big 12 Conference
Entering its 30th year, the Big 12 Conference stands as a leading force in collegiate athletics. Under the guidance of Commissioner Brett Yormark, the conference emphasizes innovation, marketing, and brand growth, comprising 16 universities across 10 states. This strategic collaboration with Edward Jones represents a shared commitment to community welfare and empowerment.
Topics People & Culture）
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