New York Life retains wide-ranging sports portfolio

Life insurance company New York Life has announced an extension of its extensive US sports sponsorship portfolio.

Under its “In the Game” advertising strategy, which integrates the New York Life brand into some of America’s most watched sports programming, the company has built upon relationships with American football and basketball at professional and college level, along with ice hockey, to enhance its “Keep Good Going” marketing campaign.

In the NFL, New York Life remains the official life insurance partner of the Washington Redskins for a second season, meaning it will enjoy a presence at FedEx Field through a tower banner outside the stadium, two 15-second Keep Good Going commercials and branding on stadium screens and in the game day magazine.

Through its renewal with Madison Square Garden (MSG) Networks, New York Life extends its overtime sponsorship for the NBA’s New York Knicks and NHL ice hockey trio New York Rangers, New York Islanders and New Jersey Devils. The partnership will be activated through traditional in-arena media and on television during every tied regulation game.

Additionally, New York Life’s blue box logo will feature on the glass for all Rangers home games and the sponsorship will involve social media integration for the first time with New York Life sponsored tweets to alert fans to watch games going into overtime, along with an MSG Networks Facebook post the following day featuring an overtime highlights 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 per game.

Finally, 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 games played at both the Gampel Pavilion and the XL Center, along with courtside and baseline signage.