The New York Yankees has gained a new sponsor: Starr Companies.
The global insurance and investment operation said that its multiyear agreement with the Major League Baseball team makes it the Yankees’ official commercial insurance company beginning with the 2018 regular season.
How this will be visible to the public: Fans will see Starr Companies’ branding through the regular season on a billboard on Yankee Stadium’s right centerfield scoreboard, on in-stadium TVs, on the Terrace-level LED boards and when entering the stadium by the Great Hall.
Also, Starr will have full-page advertising within each issue of Yankees Magazine.
Former Yankees shortstop Bucky Dent (known for the home run that helped drive the Yankees to their 1978 championship), helped Starr Companies Chairman and CEO Maurice Greenberg kick off the sponsorship at an employee reception on March 12.
In a statement, Greenberg said, “It’s an honor to partner with one of the most trusted and respected franchises in professional sports and an iconic New York institution.”
Insurers, like many large businesses, turn to sports sponsorships to get the word out about their brand. Last year, for example, Nationwide renewed its sponsorship of the National Football League through 2020. In 2015, The Hartford inked a multiyear sponsorship deal with Major League Baseball. That same year, Allstate’s Esurance became MLB’s exclusive auto insurance partner, also in a multiyear deal.
Source: Starr Companies