Leading retirement provider inks multiyear marketing deals with Broncos, Chiefs and Patriots

Empower Retirement, the nation’s second-largest retirement services provider, announced today that it has marketing partnership agreements in place with three National Football League teams. The agreements are aimed at advancing the company’s brand recognition to the league’s diverse, dynamic and loyal fan base.

The agreements, which go into effect for the upcoming 2015 season and extend for multiple years, cover new sponsorships with the Denver Broncos, the Kansas City Chiefs and the New England Patriots. The three teams are located in the major metropolitan markets where Empower is located.

"The NFL is the marquee professional sports league in the United States, and its popularity creates a diverse, passionate fan base that spans every demographic," said Edmund F. Murphy III, president of Empower. “By partnering with these teams, we will have the opportunity to deliver our value proposition to a very broad audience.”

Murphy explained that each of the teams has its own mark of excellence, which makes each team an attractive sponsorship.

“The Broncos have the greatest level of fan loyalty in the NFL, the Chiefs enjoy a huge national following and the Patriots have an outstanding track record of performance — they are the defending world champs,” he said. “We are proud to partner with these successful, world-class teams.”

In each of the agreements, Empower will enjoy a host of new branding, media and hospitality benefits. While each of the partnerships is distinct, key elements include naming rights; in-stadium branding and signage; media collateral; television, radio, digital and social media opportunities; a sponsorship of team alumni events; and access to playoff games and offseason NFL events, among other benefits.

“Simply put, NFL football is the most popular sport in America, and these partnerships provide opportunities for Empower to connect with our millions of existing customers and a wide range of prospective customers,” said Stephen Jenks, head of marketing for Empower.

Empower will partner with each team to host in-market events to promote the new partnerships as NFL training camps begin later this summer.