New York Life Adds Seven New Teams to the Scoreboard of Major League Baseball Sponsorship Geared to ‘Safe’ Calls

Company Ads Are Triggered When A MLB Base Runner Slides Safely

NEW YORK--(BUSINESS WIRE)-- New York Life Insurance Company today announced the launch of a television sponsorship with seven new Major League Baseball teams that leverages ‘safe calls’ as a way to remind viewers that New York Life has been keeping families safe and secure for more than 166 years. The seven new teams are: Chicago Cubs, Chicago White Sox, Milwaukee Brewers, St. Louis Cardinals, Cincinnati Reds, Texas Rangers and the Colorado Rockies.

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 2^nd, 3^rd or home plate. The feature includes New York Life’s logo and will also be read live by the play by play announcer. For example, if Lance Berkman of the St. Louis Cardinals slides safely into home plate, New York Life’s blue box will appear on the screen with the words, “Safe At Home”, the box rotates to say “Safe and Secure” and rotates again to read “New York Life,” the company’s official logo. The sponsorship will continue throughout the MLB regular season.

“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. All games will air on Fox Sports Net-affiliated networks during the regular MLB season, airing on the following networks: 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). New York Life’s media agency, Targetcast, negotiated the deal with Fox Home Team Sports on behalf of each of the broadcast networks.

This Safe and Secure feature runs alongside New York Life’s existing national ad campaign, part of an integrated marketing communications program that has helped the company’s 11,900 agents drive record life insurance and annuity sales despite the continued unsteadiness of the economy.

New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States* and one of the largest life insurers in the world. New York Life has the highest possible financial strength ratings from all four of the major credit rating agencies. Headquartered in New York City, New York Life’s family of companies offers life insurance, retirement income, investments and long-term care insurance. New York Life Investments** provides institutional asset management and retirement plan services. Other New York Life affiliates provide an array of securities products and services, as well as institutional and retail mutual funds. Please visit New York Life’s Web site at www.newyorklife.com for more information.

*Based on revenue as reported by “Fortune 500, Ranked within Industries, Insurance: Life, Health (Mutual),” Fortune magazine, May 5, 2011. See www.money.cnn.com/magazine/fortune for methodology.

**New York Life Investments is a service mark used by New York Life Investment Management Holdings LLC and its subsidiary, New York Life Investment Management LLC.

New York Life
Terri Wolcott, 212-576-5624
Theresa_M_Wolcott@newyorklife.com
or
Sloane & Company
Sara Sefcovic, 212-446-1886
SSefcovic@sloanepr.com

Source: New York Life Insurance Company