Empower Retirement and Kansas City Chiefs ‘thinking further ahead’ with new marketing partnership

Aug 18, 2015
Press Release

Empower Retirement and the Kansas City Chiefs launched a multifaceted, multiyear marketing partnership Tuesday. According to the agreement, Empower will enjoy a host of new branding, media and hospitality benefits, including engagement with the Kansas City Chiefs Ambassadors program, sponsorship of Alumni Game Week activities and in-stadium branding, game week presence on the team’s television programming, full rights to team marks, and yearlong digital and social media advertising.

“The Chiefs have a fantastic and loyal following not only in Kansas City but also across the Midwest and United States," said Edmund Murphy III, president of Empower."Through this new partnership, we will have the opportunity to deliver our value proposition to a wide audience."

Chiefs President Mark Donovan said: "Joining forces with high-performing companies that encourage our shared values is a priority. Empower Retirement has established itself as a key player in helping people prepare for retirement. We are proud to partner with Empower and look forward to combining our two great brands for years to come."

In July, Empower announced agreements with the Chiefs, the Denver Broncos and the New England Patriots. The three NFL teams are located in major metropolitan markets where Empower is located.

The agreements, which go into effect for the upcoming 2015 season and extend for multiple years, cover new sponsorships that include a host of new branding, media and hospitality benefits. While each of the partnerships is distinct, key elements include naming rights; in-stadium branding and signage; media collateral; television, radio, digital and social media opportunities; sponsorship of team alumni events; and access to playoff games and offseason NFL events, among other benefits.

The sponsorships with the three NFL teams are highlighted with the theme of “Thinking Further Ahead,” which is based on the idea that success on the football field and in retirement planning is best achieved through thoughtful preparation.

The agreement with the Chiefs includes Empower’s sponsorship of the Kansas City Chiefs Ambassadors, a group of retired Chiefs players from different eras of the club’s storied history. The Ambassadors are a recognizable group throughout the NFL and serve as a community liaison promoting goodwill activities in the Kansas City region and beyond.

“Our mission as a company is to help people to have dynamic lives in retirement. The good work of the Kansas City Chiefs Ambassadors can help highlight the idea that retirement offers a chance to do tremendous things if one thinks further ahead to prepare,” said Stephen Jenks, head of marketing for Empower.

“As every football fan knows, a winning team has to plan to play hard in the second half,” Jenks said. “Empower and the Chiefs together can help encourage people to prepare for their next opportunity.”

Throughout the season, Empower will join forces with the Ambassadors to promote the virtue of thinking further ahead to prepare for new opportunities.

“Simply put, NFL football is the most popular sport in America, and these partnerships provide opportunities for Empower to connect with our millions of existing customers and a wide range of prospective customers,” Jenks said.

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Empower Retirement to acquire Personal Capital

The combination will bring together Empower’s leading retirement plan services and integrated financial tools with Personal Capital's rapidly growing, digitally-oriented personal wealth management platform. 

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