New York Life Stays in The Game, Extends Sports Sponsorships
Select Professional Basketball, Football and Hockey, College Football, and UConn Basketball Sponsorships Renewed in Key Markets
NEW YORK, September 20, 2013 – New York Life announced today the extension of its professional football, basketball, and hockey, Southeastern Conference college football, and University of Connecticut men’s and women’s basketball sponsorships – helping to drive the company’s Keep Good Going advertising campaign.
New York Life is the Official Life Insurance partner of the Washington Redskins for the second season. The sponsorship program includes a season long FedEx Field presence, with a tower banner on the outside of the stadium, two New York Life 15 second Keep Good Going commercials and a highlight feature every game on the giant video board, one brand message per quarter on the LED ribbon in the stadium, and a print ad in Game Day magazine.
The MSG Networks renewal overtime sponsorship supports New York-area teams: the New York Knicks, the New York Rangers, the New Jersey Devils, and the New York Islanders. 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 15 second Keep Good Going commercial. For the hockey sponsorship, the commercial will also air at the end of overtime prior to the start of the shootout and the five-minute overtime period will be 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. For the first time there will be social media integration with this sponsorship. New York Life sponsored tweets will alert fans to watch the games that go into overtime as well as MSG Networks Facebook posts the following day that will feature an overtime highlight clip.
The company’s Southeastern Conference college football sponsorship includes two 15 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 the reigning national champion women’s basketball teams, which includes the company’s 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 some of America’s most watched sports programming, raising brand awareness.
The company announced earlier this year that it is also continuing its sponsorship of Consuelo Mack WealthTrack, the respected national 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 website at www.newyorklife.com for more information.
*Based on revenue as reported by “Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual),” Fortune magazine, May 20, 2013. See http://money.cnn.com/magazines/fortune/fortune500/2013/faq/?iid=F500_sp_method%20 for methodology.
**Individual independent rating agency commentary as of 8/1/13.
***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.