By Barry Janoff
June 2, 2014: Nationwide Insurance has signed a deal that expands upon and enhances its alliance with the NFL's Denver Broncos. And to ensure the success of the partnership, Nationwide also has inked a five-year pact with Broncos quarterback Peyton Manning.
Financial terms of the deals were not disclosed.
Manning, who led the Broncos to Super Bowl XLVIII this past February, will appear in Nationwide local and national marketing, including TV scheduled to break in time for the 2014 season. Manning will also "work with the Nationwide family of companies to support consumer and business offerings in the auto, home, life and retirement categories," according to the insurance firm.
Nationwide said that Manning would film ads for local airing and others for a national audience. The company said one of its goals is to work with Manning when he transitions from playing to retirement, at which time he would promote Nationwide's retirement portfolios.
Nationwide's expanded multi-year alliance with the Broncos includes media; and on-site activation, in-stadium branding and hospitality in Sports Authority Field at Mile High Stadium.
In addition Nationwide will be the presenting sponsor of the Broncos’ final regular-season home game, Dec. 28 against the Oakland Raiders.
Columbus, Ohio-based Nationwide recently signed a deal with Nascar driver Dale Earnhardt Jr.
Manning earns about $13-$15 million annually from endorsements, the highest among NFL players, according to industry analysts.
He also has deals that include Papa John's (including ownership of several locations in the Denver area), DirecTV, Gatorade and Buick.
"There are a lot of great athletes in America, but only a select few truly connect with the American public. Peyton Manning is one."
“I’m excited about my new partnership with Nationwide,” Manning said in a statement. “I view myself as more than a football player just like Nationwide is ‘More Than A Business.’ Together, we can help people successfully plan for the future and give back to the community.
According to Matt Jauchius, CMO for Nationwide Insurance, “There are a lot of great athletes in America, but only a select few truly connect with the American public. Peyton Manning is one of these special individuals. Partnering with him will have a positive impact on our business and bring great pride to Nationwide agents, members and associates. It’s a great fit for Nationwide.
“We’re also excited to work directly with the Denver Broncos," said Junchius. "Broncos fans are passionate and loyal and we’re eager to connect with them and demonstrate that '[Nationwide is] On Your Side' is much more than a jingle.”