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New York Life Stays in the Game, Extends Sports Sponsorships

Professional Hockey, College Football, and UConn Basketball Sponsorships Renewed in Key Markets

NEW YORK, November 10, 2011 – New York Life Insurance Company announced today the extension of its professional hockey, Southeastern Conference college football, and University of Connecticut men’s and women’s basketball sponsorships.

This season’s professional hockey program includes renewal marketing deals to support New York-area teams: the New York Rangers, the New Jersey Devils, and the New York Islanders. Additionally, the company has renewed its deal with the New England Sports Network in Boston for a sponsorship of the Boston Bruins. The advertising program will be executed through both traditional media integrations in-arena and on television. For every regulation game that ends in a tied score, television viewers will see New York Life’s 30-second Selfless Gift commercial, then the five-minute overtime period commercial-free, with the company’s signature blue box logo onscreen throughout. Additionally, at-home viewers will see New York Life’s logo on the glass for all Rangers home games, as pictured below.

The company’s Southeastern Conference college football sponsorships include 30-second television spots during each game, and the New York Life logo superimposed on the field alongside the first down marker four times each game, including the SEC championship game. Additionally, New York Life has renewed its sponsorship of the University of Connecticut men’s and women’s basketball teams, which includes the company’s blue box logo on the court during all basketball games played at both the Gampel Pavilion and the XL Center. The company’s ads will also appear on courtside and baseline signs.

The sponsorships are part of New York Life’s “In the Game” advertising strategy, in which the company’s brand is integrated into the game, raising brand awareness. The New York Life sponsorships are in their third year, joining the company’s “Safe and Secure” Major League Baseball sponsorships, which aired for the 2010-2011 season. The company is also continuing its sponsorship of Consuelo Mack WealthTrack, the respected public television program devoted to helping Americans build and protect their wealth over the long term.

New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States* and one of the largest life insurers in the world. New York Life has the highest possible financial strength ratings currently awarded to any life insurer from all four of the major credit rating agencies: A.M. Best (A++), Fitch (AAA), Moody’s Investors Service (Aaa), Standard & Poor’s (AA+).** Headquartered in New York City, New York Life's family of companies offers life insurance, retirement income, investments and long-term care insurance. New York Life Investments*** provides institutional asset management and retirement plan services. Other New York Life affiliates provide an array of securities products and services, as well as retail mutual funds. Please visit New York Life's Web site at for more information.

*Based on revenue as reported by “Fortune 500, Ranked within Industries, Insurance: Life, Health (Mutual),” Fortune Magazine, May 5, 2011. See for methodology.
**Source: Individual Third Party Ratings Report as of 8/23/11.
***New York Life Investments is a service mark used by New York Life Investment Management Holdings LLC and its subsidiary, New York Life Investment Management LLC.