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New York Life Steps Up to the Plate for New Major League Baseball Sponsorship Geared to ‘Safe’ Calls

Company Ads Are Triggered When A MLB Base Runner Slides Safely

NEW YORK, N.Y., June 1, 2010 - New York Life Insurance Company today announced the launch of a television sponsorship with six Major League Baseball teams that leverages 'safe calls' as a way to remind viewers that New York Life has been keeping families safe and secure for more than 165 years.

New York Life's Safe and Secure feature is triggered when a player slides safely at 2nd, 3rd or home. This feature will air during Boston Red Sox, Detroit Tigers, Kansas City Royals, New York Mets, Philadelphia Phillies, and San Francisco Giants games this season. The feature includes New York Life's logo and will also be read live by the play by play announcer. For example, if Jose Reyes of the New York Mets slides safely into home base, New York Life's blue box will appear on the screen with the words, "Safe At Home", the box rotates to say "Safe and Secure" and the box rotates again and reads "New York Life," the company's official logo. The sponsorship will continue throughout the MLB regular season.

Safe Calls - Safe at Home Logo

"By integrating this important message naturally into the flow of the baseball game, it is a great reminder to fans who are cheering for their players to reach base safely, that they too can be safe and secure," said Kari Axberg, corporate vice president, New York Life.

There is a bonus feature if a game ends either with a game winning run in the 9th inning, or in extra innings by the home team. The feature will display "Secured the Win" and then rotate to "Safe and Secure" and then "New York Life" and include a voice over.

The sponsorship includes 100 games for the Royals, Tigers, Red Sox and Phillies, 89 games for the New York Mets, and 55 games for the San Francisco Giants. All games will air on Fox Sports Net-affiliated networks during the regular 2010 MLB season, airing on the following networks: SNY, (Mets) NESN (Red Sox), FSKC (Royals), FS Detroit (Tigers), CSN (Phillies) and CSN-BA (Giants). New York Life's media agency, Targetcast, negotiated the deal with Fox Home Team Sports on behalf of each of the broadcast networks.

This Safe and Secure feature runs alongside New York Life's existing national ad campaign, part of an integrated marketing communications program that has helped the company's 11,800 agents drive record life insurance and annuity sales despite the continued unsteadiness of the economy.

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 from all four of the major credit rating agencies. 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 institutional and retail mutual funds.

Please visit New York Life's Web site at for more information.

*New York Life is the largest mutual life insurance company based on the Fortune 500, ranked within industries, Insurance: Life, Health (Mutual), Fortune Magazine, May 3, 2010.
**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.

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New York Life Steps Up to the Plate for New Major League Baseball Sponsorship Geared to ‘Safe’ Calls

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