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An ABA Banking Journal series explores how banks are adapting to the financial needs of student athletes, professionals and the sports industry around them.

Many financial institutions are very good at building multi-generational family relationships and there is much to learn from them.

Five years after court rulings and NCAA changes freed up student-athletes to be compensated, banks of all sizes are finding new opportunities to connect with audiences.

'This is an incredibly exciting time for college athletics ... For banks, this evolution presents a tremendous opportunity.'

JPMorganChase, spotting a need to help athletes manage their financial lives, launches a star athletes council.

For some banks, the value extends beyond new accounts to greater brand recognition and community connections.