Life insurance company New York Life has reached an agreement to become the presenting sponsor of the Big East Conference’s college sports championships through the 2014-15 academic year.
The two-year deal is the first to be finalised since Big East entered into an alliance with the Fox Sports division of US network Fox to package and sell the conference’s sponsorship assets and broadcast advertising. New York Life will sponsor all 22 Big East Conference championship events and benefit from category exclusivity, use of marks and logos in promotional material and a host of marketing initiatives.
New York Life will also roll out an extensive media and marketing campaign that will allow it to integrate its messaging and “Keep Good Going” promotion across Big East’s television, online and social media platforms.
At the centre of the tie-up is a comprehensive sponsorship presence for New York Life surrounding the Big East men’s basketball tournament at Madison Square Garden, which runs from March 12-15 this year.
During the tournament, New York Life will feature in a co-branding capacity on the tickets, programmes and marketing material along with the on-court central logo. Stand-alone New York Life advertising will feature on-court and on television-visible signage, while overtime will be branded as “Keep Good Going Overtime presented by New York Life” and the slogan will be incorporated into all Big East game telecasts in promotional clips featuring stars of the conference past and present.