ENGLEWOOD, Colo. --Nationwide is now on the Broncos' -- and Peyton Manning's -- side.
The Broncos announced on Friday an expanded relationship with Nationwide Insurance, and Manning is signing a new, multi-year marketing parternship with the insurance and financial services organization.
"We are thrilled at Nationwide to announce this expansion of our relationship with the Denver Broncos and the start of our relationship with Peyton Manning," Nationwide Chief Marketing Officer Matt Jauchius said. "Sports marketing is critical to Nationwide Insurance and our strategy, and our sports marketing strategy is to focus on top-tier organizations and top-tier folks."
"We view the Denver Broncos to be a first-class organization with first-class people, and it's been a wonderful asset for us that we decided we wanted to expand that relationship, and we couldn't be happier to do that."
The Broncos and Nationwide have had a partnership for the past five years, but Broncos President Joe Ellis said fans can expect to see a lot more of Nationwide going forward in the expanded relationship.
It will include media, on-site activation, in-stadium branding and hospitality. Nationwide will also be the presenting sponsor of the Broncos' final regular-season home game on Sunday, Dec. 28, against the Oakland Raiders.
"Obviously Peyton's association with us as a player combined with things that we'll be doing locally, it will just be a lot more expansive and a lot more noticeable," Ellis said. "Nobody is more savvy and intelligent about picking their sports partnership partners than Nationwide is. So we're very, very fortunate, the Denver Broncos are, to have them pick us to extend in a much more, as I said, expansive role going forward."
One of the most noticeable changes will be seen in Nationwide's advertisements. Manning will be featured in national commercials as well as localized spots for the Colorado area as part of his partnership with the company.
"I just want to say I'm honored to be part of the Nationwide team and just excited that Nationwide has expanded its role with the Denver Broncos," Manning said. "I think Nationwide and I have a lot in common. It's important to both of us to help people and to help our respective communities. Nationwide does great things in the various communities where it is represented business-wise. That's always been something that's been very important to me. I'm a client, so this is kind of a natural association."
Jauchius said it was a natural fit for Nationwide, as well, because of what the quarterback represents.
"Peyton Manning, to us, off the field carries himself with class and with grace," he said. "He's a family man. He is a small-business owner, and everywhere he has lived and worked, he has been a pillar of his community. His on-the-field talent is obvious. He is at the top of his profession. He is a professional with a level of attention to detail and excellence that we really admire and we want to partner with." As for the commercials, they are still in the works. But Nationwide is excited about the variety of roles Manning could play.
"What I want you to know is with a talent like Peyton, he has a range from an incredibly sincere and honest individual to someone with a lot of personality who can be really funny and carry humor," Jauchius said. "So we've got a lot to work with and a wonderful person, too."
The partnership is one that will be about more than just signage and advertisements -- it's about working in the community. And the fact that the Broncos and Manning are in the partnership together makes it that much more unique.
"It is not often that you can combine a great asset like Peyton and all that he does for us and the community and put him together with a sponsor and have it all work and synch up the way it has," Ellis said. "We're very excited about it."