NCAA Sponsor Northwestern Mutual Renews Early Through '20

NCAA corporate partner Northwestern Mutual has agreed to extend its sponsorship through '20. The firm’s original deal, signed in '12, was good through '15, but the company elected to renew early. The extension was struck with Turner Sports and CBS. Financial terms were not available, but corporate partnerships typically go for the low eight figures annually.

Northwestern’s assets in the deal include exclusivity in the mutual fund category, a new element to the agreement beginning in ‘15, as well as NCAA marketing and promotional rights in the life insurance, wealth management and retirement planning categories. Northwestern will maintain its position as presenting sponsor of the “First Four” games in Dayton. New to the deal will be Northwestern’s position as presenting sponsor of the Coaches vs. Cancer Classic championship game on Turner Sports. The firm also will have an increased number of on-air features during NCAA Tournament broadcasts.