USAA has renewed its deal as the exclusive military appreciation sponsor of the NFL in a multiyear agreement that will continue USAA’s position alongside Nationwide as official insurance sponsor. The renewal comes as the issue of player protests during the national anthem emerges again. In '17, some USAA members demanded the company drop the league after players knelt during the anthem. However, the issue did not give the company pause when it considered renewal, said USAA VP/Military Affinity & Sponsorships Eric Engquist, a West Point graduate and veteran. Terms were not disclosed. USAA has been an NFL sponsor since '10.
With in-person marketing challenged by the pandemic, USAA will run a sweepstakes offering five grand prize “Ultimate Fan Cave” experiences, which includes a Skype call or Xbox session with an NFL player. To augment its NFL rights, USAA has signed on as the halftime sponsor of ESPN’s “MNF” telecast. USAA also will debut a new TV commercial that’s part of a new “Made for You” campaign. It will continue to sponsor the NFL’s “Salute to Service presented by USAA awards.” Endeavor-owned 160over90 is USAA’s agency of record. Publicis Lion Co. assists with creative and media buying.
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