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Northwestern Mutual extends NCAA sponsorship

US financial services firm Northwestern Mutual has reached a deal with media companies CBS Sports and Turner Sports to extend its partnership with the National Collegiate Athletic Association (NCAA) through 2020.

Under the agreement, which was signed on the eve of Connecticut’s 60-54 victory over Kentucky in the NCAA’s National Championship basketball game, Northwestern Mutual retains the marketing and promotional rights in the life insurance, wealth management and retirement planning services categories and will have exclusivity in the mutual fund category from 2015.

Also from 2015, Northwestern Mutual will be the presenting sponsor of the Coaches vs. Cancer Classic Championship broadcast on Turner Sports. The new deal also includes increased on-air features during the Division One Men's Basketball Tournament and category exclusive camera visible on-court signage. The company remains the presenting sponsor of basketball’s First Four and will continue to play a prominent role in the NCAA’s charitable initiatives.

Northwestern Mutual has the rights to use NCAA approved trademarks and logos for 89 championships across 23 sports. It initially became a corporate partner of the NCAA in 2012 for a three-year term.