Empower Retirement and Denver Broncos prepare to win with new marketing partnership
Popular NFL team and leading retirement plan provider know the value of thinking further ahead
GREENWOOD VILLAGE, Colo., August 31, 2015 — Empower Retirement and the Denver Broncos today launch a comprehensive, multiyear marketing partnership that aligns the nation’s second-largest retirement plan provider with America’s favorite football team.
As part of the agreement, Empower will enjoy a host of new branding and media benefits. Key elements of the sponsorship include in-stadium branding and signage; television, digital and social media opportunities; and access to NFL events. The agreement also includes sponsorship of team alumni events including the Denver Broncos Alumni Golf Tournament.
“The Broncos have an intense following because they are committed to winning — they know that the keys to victory include intense preparation before gameday,” said Edmund F. Murphy III, president of Empower. “At Empower, we’re helping 7.5 million Americans get ready for opportunities in retirement — and that also requires planning and preparation.”
Joe Ellis, president and CEO of the Denver Broncos, said, "This partnership brings together two great brands that are a part of the fabric of Colorado and share a desire for excellence. It takes exhaustive preparation to win on gameday. Empower understands this. Its success is based on preparing individuals for an exciting and fulfilling retirement.”
According to October 2014 survey results* by The Harris Poll, the Denver Broncos are considered to be America’s favorite of the 32 teams in the NFL.
In July, Empower announced agreements with three NFL teams including the Broncos, the Kansas City Chiefs and the New England Patriots. The three teams are located in major metropolitan markets where Empower is located. The partnerships provide opportunities for Empower to connect with millions of existing customers and a wide range of prospective customers. The agreements go into effect for the 2015 season and extend for multiple years.
"The NFL is the premiere professional sports league in the United States, and its popularity creates a diverse, passionate fan base that spans every demographic," said Murphy. “By partnering with these teams, we have the opportunity to deliver our value proposition to a very broad audience.”
The sponsorships with the three NFL teams are highlighted with the theme of Thinking Further Ahead, which is based on the idea that success on the football field and in retirement planning is best achieved through thoughtful preparation.
“Empower Retirement is focused on the future — and is building its business around thinking further ahead. We have each become leaders in our respective fields through a commitment to preparation,” said Ellis.
“Our mission as a company is to help people to have dynamic lives in retirement,” said Stephen Jenks, head of marketing for Empower. “Along with the Broncos, we can help highlight the idea that retirement offers a chance to do great things if one thinks further ahead to prepare.”
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