Nationwide Renews NFL Sponsorship; Expert Says Sports Deals Build Brand
February 2, 2017 by Renée Kiriluk-Hill
COLUMBUS, Ohio – Nationwide remains an official National Football League sponsor for the next four years, with retired Denver Broncos quarterback Peyton Manning continuing to play a large role in the insurer’s NFL advertising.
This second, multiyear agreement with the NFL continues Nationwide’s role as presenting sponsor of the Walter Payton NFL Man of the Year Award. Nationwide will be an associate sponsor of the NFL draft and continue its sponsorship of the NFL Honors event.
The deal allows Nationwide to use the NFL shield and team collective trademarks in marketing and advertising campaigns.
Connecting with the NFL is an “instant way to reach millions of Americans,” according to Peter van Aartrijk, Chromium Branding principal. The NFL is particularly appealing, he said, because viewership includes men and women, ethnic groups and people in the age group making insurance-buying decisions.
Nationwide’s deal is a pretty significant commitment, he said, because sports are a big category for insurers. Nationwide, for instance, said it continues sponsorships with NASCAR’s Dale Earnhardt Jr., who drives the No. 88 Nationwide Chevrolet SS (Best’s News Service, Feb. 19, 2016). It also sponsors golfing’s Pro-Am Memorial Tournament.
Contact sports, led by football in the United States, are grappling with the long-term health risks associated with concussions (Best’s News Service, July 20, 2016).
Nationwide Chief Marketing Officer Terrance Williams told Best’s News Service, “Nationwide appreciates the NFL’s efforts to understand, prevent, and treat concussions in the league and throughout all of football, and we remain supportive of these efforts.”
Van Aartrijk said he thinks the continued association is currently a good risk. “I know the NFL is working on this issue. In four years time we’ll probably have a better direction.” If the situation has deteriorated for the NFL, he said Nationwide “might have a different decision to make.”
“No one can really sell insurance just with advertising,” he said. The goal is creating brand awareness. Sports sponsorships do that on multiple levels, he said.
Football fans should stay tuned for more Peyton Manning ads, Williams said.
Nationwide has been very creative in its use of its jingle, particularly with Manning, to embed the tune in the minds of consumers, van Aartrijk said. “I think it’s a home run, or maybe a touchdown pass.”
(By Renée Kiriluk-Hill, associate editor, BestWeek: Renee.Kiriluk-Hill@ambest.com)
