Sun Life Financial Scores Big With Over $26 Million During Super Bowl XLIV
Philadelphia, PA February 8, 2010 - Sun Life Financial scored even bigger than the New Orleans Saints and the Indianapolis Colts combined, according to FrontRow-Marketing.com who says the financial company based in Toronto, Ontarioa, received over $26 million in media value through 68 sequences that included verbal mentions, on-screen text, and stadium signage due to their recently completed naming rights agreement for the stadium in Miami, FL. The game was broadcast live on the CBS-TV network.
Front Row Analytics is the evaluation division of Front Row Marketing Services, an industry leader in commercial rights sales and a subsidiary of the Philadelphia, PA based sport and entertainment firm, Comcast-Spectacor.
Sun Life Financial, a leading international financial services organization, just finished a naming rights deal with Dolphins Stadium, home of this year's big bowl game. The deal extends for at least five years and is valued at a minimum of $5 million per year with escalators that could drive its value up to $7.5 million annually. The naming rights package includes stadium signage, logo recognition and other promotions.
“Sun Life Financial has obtained the tools and competitive edge to increase brand awareness through the sponsorship of Sun Life Stadium. 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” said VP of Project Management for Front Row Marketing Services, Eric Smallwood.
The Saints may hold the trophy for tonight's game, but Sun Life Financial proved to be the real winner of Super Bowl XLIV.
Compared to what Sun Life Financial received this year, Raymond James Financial earned over $37 million worth of broadcast exposure from 6 minutes and 16 seconds during Super Bowl XLIII at Raymond James Stadium in Tampa Bay, FL. Further detail on this evaluation and others are available at FrontRow-Marketing.com.
Front Row Analytics is scheduled to evaluate the upcoming National Basketball Association All Star Game from Dallas, TX, on Sunday, February 14th.
Front Row Analytics is the sponsorship evaluation and measurement arm of Front Row Marketing Services. Front Row Marketing Services, a subsidiary of Comcast-Spectacor, is based in Philadelphia, PA with offices in or near Detroit, MI; Portland, ME; Kansas City, MO; Cleveland, OH; Miami, FL; Orlando, FL; Des Moines, IA; Loveland, CO; San Jose, CA; Vancouver, BC; London, ON; and Birmingham, UK. Front Row generates incremental revenue for public assembly venues and stadiums, sports teams and municipalities through the marketing and sales of naming rights, advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for over 35 accounts.
Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), two Philadelphia arenas, the Wachovia Center and Wachovia Spectrum, four Flyers Skate Zone community ice skating and hockey rinks and Comcast SportsNet Philadelphia. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 85 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services, a commercial rights sales company; and 3601 Creative Group, a full-service in-house advertising agency. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.