US collegiate athletic division the Athletic Coast Conference (ACC) has renewed its partnership with life insurance company New York Life.
The American firm will continue as the ACC’s official corporate champion, and as the title sponsor of the ACC tournament.
Under the terms of the deal, New York Life will have extensive television and marketing tie-ins with ACC football and basketball, as well as all ACC Championship events. The company will benefit from on-site marketing opportunities, in-venue branding, and brand exposure on all official ACC digital platforms.
The title sponsorship includes the ACC’s 2018 event at Barclays Center in Brooklyn, New York, as well as the 2019 event at the Spectrum Center in Charlotte, North Carolina.
New York Life became the first title sponsor of the ACC Tournament in 2015.
“Our partnership with New York Life over the past three years has been terrific, and a real win-win for both parties,” said ACC Commissioner John Swofford. “Their ongoing support has been invaluable to our league, and we look forward to building upon the relationship as we look ahead, especially surrounding the premier conference basketball tournament in the country.”
“We are excited to once again team up with the ACC to welcome thousands of basketball fans to New York City for this year’s New York Life ACC Men’s Basketball Tournament,” added Kari Axberg, vice president of consumer and brand marketing at New York Life. “Basketball and New York Life are both integral to the history of the city, and we couldn’t imagine a better partner than the ACC to help us bring them together for this thrilling event and to create an unforgettable experience for generations of fans.