SBD/August 7, 2012/Marketing and Sponsorship

Cross Insurance Inks Deal As Official Broker Of Kraft Sports Group

Kraft Sports Group and Cross Insurance yesterday announced a sponsorship deal that makes Cross the official insurance broker of the Patriots, MLS Revolution and Gillette Stadium. The deal will include a visible presence at Patriot Place and Gillette Stadium throughout the '12 NFL and MLS seasons. Maine-based Cross is continuing a push into New England sports sponsorship, having reached a similar deal with the Red Sox in April for the 100th season at Fenway Park (THE DAILY). Cross Insurance Exec VP Jonathan Cross said that the agreement "was a multi-year deal," but he would not disclose exactly how many years it covered or the deal's total monetary value. Cross said, “We’re going to have some in-stadium signage and advertising opportunities with their various print materials and Internet, television and radio, as well as at Patriot Place.” He added, "We’ve been working with the Krafts now for a few years. It started with a small relationship and getting to know one another. As they’ve gotten to know us, they’ve been giving us more and more responsibility and business. ... They like our model and the way we do business" (BANGOR DAILY NEWS, 8/7). WABI-CBS notes Cross Insurance "also recently announced they purchased naming rights for the new Bangor arena" (, 8/7).
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