SBD/June 2, 2014/Marketing and Sponsorship

Peyton Manning's Nationwide Endorsement Deal Likely Runs Into Post-NFL Career

Nationwide Insurance on Friday announced a new, multiyear deal with Broncos QB Peyton Manning, as well as a multiyear extension with the Broncos. Manning will work with the Nationwide family of companies to support consumer and business offerings in the auto, home, life and retirement categories. Manning also will be featured in national advertising starting this fall. The extension with the Broncos includes media, on-site activation, in-stadium branding and hospitality (Nationwide). In Columbus, Mark Williams noted Nationwide's deal with Manning "comes on the heels of another that Nationwide recently struck to become the primary sponsor of NASCAR driver Dale Earnhardt Jr. and his No. 88 Hendrick Motorsports." Nationwide CMO Matt Jauchius said, "Much like the NASCAR deal signed with the No. 1 driver, in our opinion, we have, in our opinion, signed one of the most popular players and one of the best players in the country." Williams reported Manning's deal with Nationwide is "for five years, meaning that he likely will retire from football before the contract is up." Jauchius said that when Manning retires, the insurer "figures to use him to promote Nationwide’s retirement products as well as its insurance products." He added that the western U.S. is "an important part of the country to Nationwide’s growth plans." Williams noted the deal with the Broncos is similar to the one Nationwide struck with the Cowboys a year ago that was "meant to draw attention in the huge Texas market and the team’s popularity with Latinos" (COLUMBUS DISPATCH, 5/31).
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