Mar 16, 2013; New York, NY, USA; Louisville Cardinals players celebrate after winning the championship game against the Syracuse Orange at the Big East tournament at Madison Square Garden. Louisville won 78-61. Mandatory Credit: Debby Wong-USA TODAY Sports

New York Life to sponsor the Big East

Life insurance company New York Life has reached an agreement to become the presenting sponsor for the Big East Conference’s sports championships through the 2014-15 academic year.

The two-year deal is the first to be finalised since the Big East entered into an alliance with the sports division of Fox to package and sell the conference’s sponsorship assets and broadcast advertising. New York Life will sponsor all 22 Big East Conference events and benefit from having their logo in promotional material and a number of other marketing initiatives.

New York Life will roll out an extensive marketing campaign that will allow it to integrate its “Keep Good Going” promotion across the Big East’s television, online and social media platforms. The centrepiece of the agreement is a sizeable presence for New York Life surrounding the Big East men’s basketball tournament at Madison Square Garden.

During the tournament New York Life branding will appear on the tickets, programmes and other marketing material, as well as taking the central on-court logo. Other advertising will feature on-court, and on television-visual signs. And in case that isn’t enough, overtime will be branded “Keep Good Going Overtime presented by New York Life”.

Now, does anyone know anything about New York Life?

Tags: Big East Conference