Marketing & Branding

New York Life And Major League Baseball Forge Multi-Year Partnership, Including Support Of Little League Baseball And Softball

New York Life becomes the federation’s official life insurance partner and provides additional investments to grow the game and foster the best playing environments

February 21, 2024 09:00 AM Eastern Standard Time–NEW YORK–(BUSINESS WIRE)–New York Life, America’s largest mutual life insurer, Major League Baseball (MLB), and Little League International today announced that New York Life is expanding its long-term commitment to baseball and youth sports to become the Official Financial Guidance Partner of Major League Baseball. This multi-year partnership between three iconic organizations with deep-rooted values aims to build deeper connections with fans and families – and make a lasting impact on the communities we serve. Beginning this year, New York Life will become the Presenting Sponsor of the National First Game Certificate Program and a Sponsor of MLB at Rickwood Field, hosted at the oldest professional ballpark in the United States and former home of the Birmingham Black Barons of the Negro Leagues.

As part of the multi-year partnership, New York Life has also been named an Official Sponsor of Little League and the Little League World Series, as well as the Presenting Sponsor of the MLB Little League Classic held each August in Williamsport, Pennsylvania.

“New York Life agents help individuals and families throughout the U.S. protect what matters most and build financially secure futures,” said Aaron Ball, Senior Vice President and Co-Head of New York Life’s Foundational Business. “Baseball, our great American pastime, embodies people’s hopes and dreams and unites fans of all backgrounds and ages. This partnership enables us to celebrate our shared values and develop opportunities for fans to engage with New York Life.”

This partnership enables us to celebrate our shared values and develop opportunities for fans to engage with New York Life...

As part of this partnership, New York Life and MLB will host exclusive fan engagement events, offer giveaways, celebrate our communities, and support the growth of the game at the youth level. Fans can look forward to exciting opportunities to interact with their favorite teams, players, and financial professionals throughout the baseball season.

“Baseball has always been more than just a game – our sport is an experience for millions of fans that creates core memories, especially for young people,” said Noah Garden, Deputy Commissioner, Business & Media, Major League Baseball. “We are proud to partner with New York Life, a company that understands the importance of family and making a positive impact on communities.”

Over the coming years, New York Life and Major League Baseball will partner to:

  • Honor young fans’ attendance of their first-ever baseball game through the National First Game Certificate Program
  • Recognize the best youth athletes as they compete in the Little League World Series and enjoy the unique atmosphere of the MLB Little League Classic
  • Celebrate the history of Black baseball at MLB at Rickwood Field
  • Create opportunities to deliver financial education by connecting New York Life’s more than 12,000 financial professionals across the country to local Little League Baseball and Softball programs in their communities.

“Through this partnership, we are continuing to support our agents’ efforts to build relationships with clients across the country,” said Amy Hu, Chief Marketing Officer, New York Life. “We’re excited by the opportunity to foster regular digital, stadium, and in person connections that resonate with our key client segments.”

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