The Hartford today is officially announcing its MLB sponsorship, which grants the insurer exclusivity within the business insurance, homeowners insurance and employee benefits categories. The Hartford's new rights include presenting sponsorship of the AL and NL Reliever of the Year Awards. Former MLBer Mariano Rivera helped announce the partnership in Park City, Utah, on Friday at a private company event for its independent agents. He and fellow former MLBer Trevor Hoffman, the league's top two all-time saves leaders and for whom the awards are named, will appear in advertising for The Hartford. Television ads will run after the All-Star Break on MLB Network, as well as other national broadcasts and in local markets. There is also an MLB digital package. The Hartford will buttress its MLB league rights with team deals from the Royals, Padres, Giants, Cardinals and Rangers. An "Official Sponsor of MLB" designation will be incorporated into The Hartford's marketing and advertising. Local events and activation of the sponsorship will begin after the All-Star break. The Hartford’s creative agency is Rodgers Townsend, St. Louis; its Sports Marketing Agency is GMR, which is also handling Esurance’s new MLB sponsorship. Allstate's Esurance signed an MLB league-wide sponsorship earlier this year, gaining rights in the auto insurance category, so adding The Hartford gives MLB two insurance sponsors. It had no deals in the insurance category since State Farm walked away in '12.
