• February 8, 2010

Sun Life Financial received over $26 million in media value during the Super Bowl through 68 sequences that included verbal mentions, on-screen text, and stadium signage due to their recently completed naming rights agreement for the Miami stadium, according to FrontRow-Marketing.com.

The Toronto-based international financial services organization just finished a naming rights deal with Dolphins Stadium, home of this year's 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 includes stadium signage, logo recognition and other promotions.

"The amount of broadcast exposure that Sun Life Financial has received in the past has proved to be a great asset for the company and with the new naming rights deal they will continue to increase their competitive edge within their market," said VP of Project Management for Front Row Marketing Services Eric Smallwood.

Compared to what Sun Life Financial received this year, Raymond James Financial earned over $37 million worth of broadcast exposure from 6 minutes and 16 seconds during Super Bowl XLIII at Raymond James Stadium in Tampa Bay, Fla.--Tanya Irwin