NY Life Expands MLB "Safe Calls" Sponsorship
New York Life Insurance has expanded its television sponsorship with seven new Major League Baseball teams around the ‘safe calls’ brand messaging. The seven new teams are: Chicago Cubs, Chicago White Sox, Milwaukee Brewers, St. Louis Cardinals, Cincinnati Reds, Texas Rangers and the Colorado Rockies. The expanded promotion was negotiated between New York Life’s media agency, Targetcast, with Fox Home Team Sports, who represented local Fox affiliates.
“This message integrates naturally into the action of the ball game, and is a great reminder to fans who are cheering for their favorite players to reach base safely, that they too can be safe and secure with the largest mutual life insurance company in the United States”
This season the Boston Red Sox, Philadelphia Phillies, and San Francisco Giants are part of the sponsorship for a second season. The sponsorship includes New York Life’s Safe and Secure feature which is triggered when a player slides safely at 2nd, 3rd or home plate.
“This message integrates naturally into the action of the ball game, and is a great reminder to fans who are cheering for their favorite players to reach base safely, that they too can be safe and secure with the largest mutual life insurance company in the United States,” said Christopher Sorgie, corporate vice president and advertising director at New York Life.
There is a bonus feature if a game ends either with a game winning run in the 9th inning, or in extra innings by the home team. The feature will display “Secured the Win” and then rotate to “Safe and Secure” and then “New York Life” and include a voice over.
The sponsorship includes 100 games for the ten teams airing on Fox Sports Net-affiliated networks including: WGN (White Sox), WGN (Cubs), NESN (Red Sox), CSN (Phillies), FSN-Midwest (Cardinals), FSN-Wisconsin (Brewers), FSN-Southwest (Rangers), FSN-Rocky Mountain (Rockies), FSN-Ohio (Reds) and CSN-BA (Giants).
This Safe and Secure feature runs alongside New York Life’s existing national ad campaign, part of an integrated marketing communications program that is aimed at helping the company's 11,900 agents drive life insurance and annuity sales.