The Players’ Tribune today announced that it has signed American Family Insurance as its first-ever corporate partner. As part of the agreement, AmFam will be the exclusive sponsor of TPT Assist, the section of the website devoted to highlighting athletes’ charities and causes. Financial terms of the deal were not disclosed, but a source said it was a one-year, seven-figure deal. Thunder F Kevin Durant, a Deputy Publisher for The Players' Tribune, endorses AmFam, and he brought the insurer and the website together, execs at both companies said. AmFam will be featured exclusively on the TPT Assist landing page, and in branded essays, photo diaries, podcasts, video content, and events as part of the deal. TPT Assist was launched last July as a place where athletes across sports can talk about their initiatives and causes to help society. AmFam VP/Marketing Telisa Yancy said the company chose to partner with The Players' Tribune generally, and TPT Assist specifically, after several meetings and for a number of reasons. Wisconsin-based AmFam is the third-largest mutual property/casualty insurance company in the U.S. and has several sports sponsorships, including deals with the Packers, Seahawks and Falcons. In addition to Durant, golfer Steve Stricker and Texans DE J.J. Watt endorse the company.
PLAYERS CONTRIBUTING IN VARIOUS WAYS: Some in the media have poked fun at the editorial titles TPT has given to athletes who have joined the platform as editors and in other editorial positions. But The Players' Tribune President Jaymee Messler said Durant’s involvement in securing the AmFam partnership is an example of how the site's athlete leaders are playing “a major role” in shaping the company. She said, “Apart from contributing editorial content, they are committed to contributing to the strategy and business.” The outlet has had other sponsorships, including Porsche, Dove, Powerade, Red Bull and Chocolate Milk. However, Messler noted the AmFam deal is different. She said, “AmFam is TPT’s biggest sponsor to date. This is a year-long deal and they are the first brand to have exclusivity on one of our editorial verticals.” The Players' Tribune is in talks with other companies about partnerships, Messler said. “As the platform matures, you will see more brand partners come onboard to support the innovated branded content we are developing.”
