USAA Renews NFL Deal Despite Likely Anthem Protests

USAA has renewed its deal as the exclusive military appreciation sponsor of the NFL in a multi-year 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 2017, 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.

USAA execs shared their perspective with the NFL and are in “constant contact” with the league, Engquist said. "We believe it’s an honor to stand for the flag, but we also recognize that the military has fought for many freedoms our people hold dear, which includes the right to peaceful protest, and I think we can recognize both ideals," he added.

Terms were not disclosed. USAA has been an NFL sponsor since 2010.

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.

Traditionally, USAA hosts the “USAA Salute to Service Lounge” at the Super Bowl, an exclusive hospitality experience for those with a military ID card. With in-person plans uncertain for Super Bowl LV in Tampa in February, USAA is making the lounge virtual and starting it during the regular season.

Engquist said they hope to keep the real-life hospitality program for Super Bowl LV, but consider the virtual program a backup. "We’re still continuing to plan for all of our activations face-to-face as long as it is possible, but while we have the luxury of time, we’re planning for augmenting or shifting to a virtual environment, if and when necessary,” he said.

To augment its NFL rights, USAA has signed on as the halftime sponsor of ESPN’s “Monday Night Football” 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, handling negotiations, strategy, activation and public relations. Publicis Lion Co. assists with creative and media buying.