New York Life to be presenting sponsor for all Big East Conference championships, featuring men's basketball tournament at MSG.

Sponsorship is First to be Generated by Integrated Sales Partnership Between BIG EAST and FOX Sports

NEW YORK, January 13, 2014—The BIG EAST and FOX Sports today announced that NEW YORK LIFE, one of the largest life insurers in the world, has agreed to become the presenting sponsor of all BIG EAST conference championships through the 2014-15 academic year, highlighted by a comprehensive sponsorship of the BIG EAST men’s basketball tournament in Madison Square Garden.

The agreement with NEW YORK LIFE is the first partnership package to be finalized since the BIG EAST and FOX Sports entered into an unprecedented partnership this past October to package and sell the conference’s sponsorship assets and broadcast advertising.

The two-year partnership names NEW YORK LIFE as the presenting sponsor for all 22 BIG EAST Conference championship events, including the men’s and women’s basketball tournaments, and provides for category exclusivity, use of marks and logos in promotional materials, and other marketing initiatives and programs. NEW YORK LIFE’s commitment also includes a comprehensive media and marketing buy that will allow it to fully integrate its messaging, and include its “Keep Good Going” campaign, across all platforms, including television, digital ( and and social media.

“The BIG EAST has a long tradition of excellence in delivering for its fans, just as NEW YORK LIFE has delivered for our policyholders since 1845. We are proud to be part of this great tradition with the BIG EAST which involves the world’s greatest sporting arena, Madison Square Garden,” said Chris Sorgie, who directs media and strategy for NEW YORK LIFE.

“The BIG EAST is synonymous with academic and service values, intense competition and a spirited brand of big city basketball built upon tremendous fan support,” said BIG EAST Commissioner Val Ackerman. “We are impressed with NEW YORK LIFE’s passion for community, as evidenced by its impactful “Keep Good Going“ initiative, and are proud to have crafted an alliance that will celebrate our shared values and extend the BIG EAST’s reach nationwide.”

“We’re incredibly excited to welcome NEW YORK LIFE as a presenting Sponsor. They understood and share the BIG EAST and Fox’s passion for this new venture,” said Neil Mulcahy, Executive Vice President, FOX Sports Sales. “This deal represents a groundbreaking way for a media company, a major collegiate athletic conference and a corporate partner to work together to create innovative programs and value for all the stakeholders.”

The partnership provides a comprehensive sponsorship of the BIG EAST Men’s Basketball Tournament at Madison Square Garden, including:

  • Co-branded Center Court tournament logo;
  • Co-branding on tickets, programs, and other marketing materials promoting the tournament;
  • Stand-alone NEW YORK LIFE logo on the court and other camera visible signage;
  • Overtime branded as “Keep Good Going Overtime presented by NEW YORK LIFE”;
  • “Keep Good Going” features incorporated into all BIG EAST game telecasts, including TV vignettes featuring “Keep Good Going” stories from BIG EAST coaches, players and legends;
  • NEW YORK LIFE’s inclusion in FOX Sports 1 BIG EAST basketball on-air promotion.

Media Contacts:

BIG EAST: Bud Perrone, Rubenstein Communications, (212) 843-8068

FOX SPORTS: Lou D’Ermilio (212) 556-2573

NEW YORK LIFE: Kevin Maher (212) 576-6955

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