SBJ/Jan. 13-19, 2014/Media

New York Life signs on as Big East sponsor

Two months after the Big East cut a deal to have Fox Sports sell corporate sponsorships for the conference, it has landed New York Life as a presenting sponsor through the 2014-15 academic year.

Financials were not made public, but industry observers peg the total value of the deal between $10 million and $20 million over the two years.

“There will be others,” said Big East Commissioner Val Ackerman, adding that she’s looking to fill the credit card and telecom categories. “We’re looking for a smaller group of partners that share our values and can be more deeply integrated in our conference.”

New York Life had a deal with the old Big East Conference that ended around 2010.

The deal sets New York Life as the presenting sponsor for all Big East championship events, including use of marks and logos in promotional materials, and includes ads on Fox Sports 1’s telecasts. For the conference’s marquee event, the men’s basketball tournament, New York Life will be featured on a co-branded tournament logo at center court, as well as a standalone logo on the court and co-branding on tickets and programs.
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