Sun Life Super Bowl Naming Pays Off

Sun Life Financial’s recent deal to have its name affixed to Dolphins Stadium, host to Super Bowl XLIV, paid off big time. The Toronto-based financial firm, which paid $5 million per year for the naming rights, received more than $26 million in media value, according to FrontRow Analytics, a division of Front Row Marketing Services, owned by Comcast-Spectacor.

In 68 sequences, Sun Life received verbal mentions, on-screen text and stadium signage.

Sun Life Financial naming rights deal with Dolphins Stadium was secured just in time for the Pro Bowl and Super Bowl. The deal extends for at least five years and is valued at a minimum of $5 million per year with escalators that could drive its value up to $7.5 million annually. The naming rights package included stadium signage, logo recognition and other promotions.