The deal, which is part of a partnership with ESPN that runs through 2020, will market the Northwestern Mutual brand across ESPN’s coverage of 23 college sports championships.
"Northwestern Mutual is very proud to become presenting sponsor of the Rose Bowl game,” said John Schlifske, chairman and chief executive officer of Northwestern Mutual. “As a company that has helped Americans achieve financial security for nearly 160 years, we have enormous respect for the game's historic place in college sports. This sponsorship is a natural fit for our company, because many of our clients and prospects follow college sports and many of Northwestern Mutual's top financial representatives are former NCAA student-athletes."
The company’s name will be included on in-stadium signs and on the mid-field logo, tickets and uniform patches. Northwestern Mutual television commercials will also be shown during the Rose Bowl.
"The Rose Bowl Game is excited to partner with Northwestern Mutual as the presenting sponsor of its annual New Year's day matchup," said Rich Chinen, 2015 Tournament of Roses president. "As two organizations with deep longevity and strong commitment to the public, the Tournament of Roses Association welcomes the opportunity to enhance the strength and tradition of The Granddaddy of Them All as one of the top collegiate events of the year with such a great organization as Northwestern Mutual."
The overarching agreement with ESPN includes on air presenting sponsorship of 20 National College Athletic Association championships and branded content displayed on multiple ESPN platforms during its coverage of the football and basketball seasons and championships.
Northwestern Mutual also recently announced a deal with CBS Sports and Turner Sports for sponsorship of the NCAA, including 89 NCAA championships spanning 23 sports, through 2020. It will also serve as presenting sponsor for the Coaches vs. Cancer Classic Championship, remain First Four presenting sponsor and increase its on-air features during the Division I Men’s Basketball Tournament.