Northwestern Mutual Extends NCAA Deal Until 2020

Northwestern Mutual announced has extended its partnership with the National Collegiate Athletic Association (NCAA) until 2020, through a deal with CBS Sports and Turner Sports.

In addition to maintaining NCAA marketing and promotional rights in the life insurance, wealth management and retirement planning services categories, the deal means that the company also will have exclusivity in the mutual fund category, beginning in 2015.

The agreement includes usage of the NCAA approved trademarks and logos for 89 championships across 23 sports, including basketball, football, baseball, hockey and more.

“When we first became an official NCAA partner, we knew it would be a natural fit, but just three years in we’re extremely pleased with how the sponsorship has allowed us to connect with our clients in ways unlike ever before,” said Conrad York, vice president of marketing. “Northwestern Mutual’s financial representatives have enjoyed hosting activities in their local markets where NCAA championships have taken place, and we’ve benefited from recruiting student-athletes to financial careers. We’re excited to continue working with the NCAA through at least the remainder of the decade.”

Northwestern Mutual became an NCAA Corporate Partner in 2012 with an arrangement through 2015. The new deal extends the term through August 31, 2020.

The agreement also allows Northwestern Mutual to add a number of new assets to its line-up of existing NCAA sponsorship activities to engage clients and prospects. Beginning in 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 I Men’s Basketball Tournament and category exclusive camera visible on-court signage, and maintains the company’s role as presenting sponsor of the First Four.

“Northwestern Mutual is committed to college sports and supporting NCAA student-athletes and this partnership has been a great example of how a sponsor can successfully activate across many of our championship platforms,” said Keith Martin, NCAA managing director of marketing and broadcast alliances.   “We look forward to extending our partnership for years to come.”