By Barry Janoff
August 4, 2014: Nationwide Insurance will expand its status with the NFL via a three-year to become an official insurance sponsor of the league. The alliance begins this season and will run through the 2016 campaign.
Financial details were not disclosed.
The NFL has another partner in the category, USAA (United Services Automobile Assn.), which in 2011 signed a four-year pact to become the league's "Official Military Appreciation Sponsor."
Nationwide already has alliances within the league, including partnerships with the Dallas Cowboys, Denver Broncos and Broncos quarterback Peyton Manning. It also has what the company called "significant" media buy with the NFL.
As part of the alliance, Nationwide becomes a founding sponsor of NFL Now, the NFL’s new digital video service; and will be a presenting sponsor of the Walter Payton NFL Man of the Year Award, which honors a player's volunteer and charity work, as well as his excellence on the field.
Nationside, which said that it is "a large NFL media buyer," said that new marketing support would now include the NFL Shield and the collective marks of all 32 NFL teams in its national marketing and advertising campaigns. The company already unveiled plans to include Manning in new marketing to run this season.
“We've made significant media and partnership moves in the NFL space over the past two years to help strengthen our connection with the more than 185 million NFL fans,” said Matt Jauchius, Nationwide’s CMO, said in a statement. “Adding a league relationship is a natural evolution for Nationwide and will afford us the ability to maximize assets nationally, provide more impactful content and better engage fans across screens.”
"Adding a league relationship is a natural evolution for Nationwide and will afford us the ability to maximize assets nationally, provide more impactful content and better engage fans across screens." — Matt Jauchius, Nationwide CMO
According to Jauchius, becoming presenting sponsor of the Walter Payton NFL Man of the Year Award "aligns closely with Nationwide’s philanthropic passion and commitment to be 'More Than a Business.' As Nationwiders, we care, we volunteer in our communities and we help our members feel safe and protected. The Walter Payton NFL Man of the Year Award embodies those same values and we're proud to be associated with it.”
The NFL's new NFL Now, launching this month, will be a digital conduit that can be personalized by users for content from such platforms as NFL.com, NFL Network, NFL Film Archives and NFL teams.
“We are pleased to welcome Nationwide to our roster of sponsors,” said Renie Anderson, NFL senior vice president of sponsorship and partnership management. “We look forward to working with Nationwide to bring more fans closer to our game through important platforms including NFL Now and the Walter Payton NFL Man of the Year Award.”
Manning Now On Nationwide's Side
Back to Home Page