Report: The Big East announces partnership with New York Life for Championships

Nate Shron

The Big East and Fox Sports have partnered with New York Life to be the presenting sponsor of all Big East conference championships 2014-15 academic year, the conference announced on Monday. The Big East Men's Basketball tournament at Madison Square Garden will be the highlight of the partnership.

New York Life, one of the largest life insurers in the world, has agreed to be the presenting sponsor during the basketball tournament. The partnership provides a comprehensive sponsorship of the Big East Men's basketball tournament which includes: a co-branded center court tournament logo, co-branding on tickets, programs and anything else marketing the tournament and stand -alone New York Life logos on the court and other camera visible signage.

The agreement also mandates overtime periods to be branded as "Keep Good Going Overtime presented by New York Life," "Keep Good Going" features incorporated into all conference game telecasts, which include TV vignettes featuring "Keep Good Going" stories from Big East coaches, players and legends and New York Life's inclusion in Fox Sports 1 and Big East basketball on-air promotion.

"The Big East is synonymous with academic and service values, intense competition and a spirited brand of big city basketball built upon tremendous fan support," Big East Commissioner Val Ackerman said in a conference press release Monday afternoon.

"We are impressed with New York Life's passion for community, as evidenced by its impactful "Keep Good Going" initiative, and are proud to have crafted an alliance that will celebrate our shared values and extend the BIG EAST's reach nationwide."

The agreement with New York Life is the first partnership package to be finalized since Fox Sports and the Big East entered into a partnership in October 2013. The two-year deal names New York Life as the presenting sponsor for all 22 conference championship events and gives the conference exclusivity for use of marks and logos of all kinds.

The company's "Keep Good Going" is a part of a comprehensive media and marketing buy that allows it to promote this notion across all platforms, including television, digital entities and social media.

"The Big East has a long tradition of excellence in delivering for its fans, just as New York Life has delivered for our policyholders since 1845," said Chris Sorgie, a director of media and strategy for New York Life. "We are proud to be part of this great tradition with the BIG EAST which involves the world's greatest sporting arena, Madison Square Garden,"

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