Sun Life Financial Earns Back Naming Rights Investment with Super Bowl Exposures

February 8, 2010

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Broadcast & Cable

Canadian financial services company Sun Life Financial earned back all the money it poured into naming rights for the Miami Dolphins stadium in free exposure during the Super Bowl last night.

The company picked up 5-year naming rights for the Miami Dolphins stadium earlier this year for between $5 million and $7.5 million per year. According to Front Row Analystics, a sports measurement company, the Sun Life Financial Stadium generated over $26 million in free TV exposure for the Sun Life brand.

The company led all other sponsors in media value for mentions during the big game, with 68 separate sequences, including verbal, on-screen text, and stadium signage.

In addition to naming rights for the stadium, Sun Life’s recent branding efforts include the launch of the company’s first-ever national television advertising.

“Sun Life Financial has obtained the tools and competitive edge to increase brand awareness through the sponsorship of Sun Life Stadium,” said VP of Project Management for Front Row Marketing Services, Eric Smallwood. “The amount of broadcast exposure that Sun Life Financial has received in the past few weeks has proved to be a great asset for the company and with the new naming rights deal they will continue to increase their brand awareness within their market.”

Sun Life Exposures Less than Raymond James Financial Nabbed Last Year

Though the $26 million in free exposures was a strong number, it was less than was earned by Raymond James Financial for last year’s Super Bowl on NBC, which was held at Raymond James Stadium in Tampa Bay.

That company earned $37 million in exposures during the last Super Bowl game, says Front Row.

Coca-Cola Earns Nearly $12 Million in Exposures during American Idol Premiere

Coca-Cola is another company that recently earned big exposure for its sponsorship dollars. When the ninth season of American Idol premiered in January with its two night, three-and-a-half hour special, Coca-Cola received $11.97 million worth of exposure, with 340 sequences, including logo recognition, product endorsement and signage, Front Row Marketing said.

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