Northwestern Mutual extends NCAA sponsorship

Milwaukee-based Northwestern Mutual Life Insurance Co. has extended its sponsorship of the National College Athletic Association through 2020.

The company will retain NCAA marketing and promotional rights for life insurance, wealth management and retirement planning services through a deal with CBS Sports and Turner Sports. It has also added mutual fund exclusivity, to begin next year.

Northwestern Mutual’s sponsorship covers 89 NCAA championships spanning 23 sports. It will now serve as presenting sponsor for the Coaches vs. Cancer Classic Championship and remain First Four presenting sponsor and increase its on-air features during the Division I Men’s Basketball Tournament.

The company became a corporate partner in 2012, with a contract through 2015. The new contract runs through August 31, 2020.

“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.”

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