Miami Gardens – The Miami Dolphins and the U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) announced Wednesday (Jan. 20) a new multi-dimensional partnership that will result in the team playing in what is now called the “Sun Life Stadium.” In addition to acquiring naming and sponsorship rights, which will be in effect for this year’s Pro Bowl and Super Bowl, Sun Life Financial, a leading international financial services organization, will make Miami and South Florida a major part of a multi-city philanthropic endeavor through an annual partnership with the Miami Dolphins Foundation.
Sun Life will promote the stadium as the “Official Home of the Miami Dolphins” and the company as the “Official Insurance Partner of the Miami Dolphins” as well as the “Official Wealth Management Services Partner of the Miami Dolphins.” The Sun Life Stadium logo will appear on printed promotional materials related to the stadium, all paper tickets, and stadium signage. The name will also be heard on announcements over the public address system and on electronic message boards at Dolphins home games and other events at the stadium. Signage will be in place for both the 2010 Pro Bowl and Super Bowl.
The partnership’s impact will be felt beyond the stadium and into the South Florida community. The two organizations will team up to bring the Sun Life Rising Star Awards program to South Florida through an annual donation to the Miami Dolphins Foundation. The program will provide four nonprofit organizations focused on engaging students in their educational path with a $50,000 donation. Additionally, one senior student in each organization will receive a $5,000 scholarship to use toward college tuition.
The announcement was made at a morning press conference on the field, where Dolphins Chief Executive Officer Mike Dee announced their first major off-season acquisition. Dee presented company officials with a ceremonial Dolphins jersey, and the new stadium logo was unveiled on the stadium’s high-definition video boards and LED ribbon board. The logo contains the signature Sun Life Financial globe with the new name of the stadium.
“As Sun Life’s tagline will tell you, ‘sooner or later you’ll get to know their name,’ ” Dee said. “The decision to partner with the Dolphins to brand such a long-standing institution reflects the national and international prominence of the Dolphins and the stadium. In Sun Life, we have also found a partner that embraces our commitment to the community and the importance of giving back to the South Florida region.”
Wes Thompson, President, Sun Life Financial U.S., said this agreement with the Dolphins, and investment in South Florida, is part of Sun Life’s commitment to establish its brand among key consumers and business partners and to continue to raise the company’s profile through a national marketing campaign. Thompson also thanked Fenway Sports Group for helping reacquaint Sun Life with Dee and opening the door to the partnership.
“This partnership is a touchdown for both Sun Life and the Dolphins,” Thompson said. “It combines the strength and stability of the Sun Life brand with a storied Miami Dolphins franchise and a premier stadium venue in a vibrant community. It maximizes our television and media exposure and allows Sun Life’s business units worldwide to participate in and benefit from the naming rights agreement.”
Priscilla Brown, Senior Vice President and head of U.S. marketing for Sun Life, reinforced the company’s commitment to the Miami-area and neighboring communities.
“As part of our commitment to this community and region, Sun Life will invest $250,000 in the Miami Dolphins Foundation annually,” Brown said. “Like the Dolphins, Sun Life Financial is committed to the communities where it does business. In fact, we are also announcing that southern Florida will be part of our major, multi-city philanthropic endeavor, the Sun Life Rising Star Awards.”
The Sun Life Rising Star Awards program is geared toward recognizing and rewarding exceptional at-risk youth and the nonprofit organizations that provide them with academic support and encourage personal development. Sun Life Financial is investing more than $1 million in grants, scholarships, and financial education in six U.S. markets over the next year.
At the press conference, Brown talked about Sun Life’s branding efforts, including a campaign focusing on national print ads showcasing the company’s financial strength and on the launch of the company’s first-ever national television advertising, featuring Karl and Miles, the “Sun Life guys.” Commercials depict the Sun Life guys traveling the country, working hard to get people to know the Sun Life name—including trying to convince KC and the Sunshine Band to change its name to “KC and the Sun Life Band.” Today’s announcement featured a special performance by KC and the Sunshine Band.
“Sun Life Stadium” is now the name of the home of the Miami Dolphins, the University of Miami Hurricanes, the Florida Marlins, and the FedEx Orange Bowl. Sun Life Stadium will continue to host other world-class sporting events, concerts, and entertainment events. Since its construction, the stadium has hosted four Super Bowls, two World Series, and three BCS National Championship games. The stadium will host the upcoming Super Bowl XLIV and the 2010 Pro Bowl.
