August 10, 2009

Sun Life Financial Announces Major Sponsorship with Cirque du Soleil

Sun Life Becomes Official Insurance Partner of Cirque du Soleil Big Top and Arena Touring Shows, and Presenting Partner of New, Forthcoming Show

Sponsorship Accompanies New Sun Life Branding Campaign in U.S.

WELLESLEY, MA (August 10, 2009)
- The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) today announced an exciting new partnership with Cirque du Soleil®, the world-renowned artistic entertainment organization. Sun Life has become the Official Insurance Partner of Cirque du Soleil U.S. Big Top Touring Shows, U.S. Arena Touring Shows, and the Presenting Partner of a major new Cirque du Soleil U.S. show to be announced next month. This sponsorship is the first in a series of announcements comprising a new, national branding campaign for Sun Life Financial in the United States.

"We're excited to become a part of the Cirque du Soleil magic and align their rich history and theatrical masterpieces with Sun Life's brand," said Priscilla Brown, SVP and Head of U.S. Marketing. "Both of us share the sun as the core of our identity and the similarities of our audiences make this an ideal and very integrated sponsorship. Cirque du Soleil's widespread presence and reputation will enable Sun Life to reach millions of prospects and customers across America. We look forward to showcasing our fiscal strength through this relationship, which is a core component of our new branding campaign."

Sponsorship in Cirque du Soleil Big Top Touring Shows ("KOOZA< sup>" and "OVO< sup>") and Arena Touring Shows ("Saltimbanco< sup>" and "Alegría< sup>") will bring Sun Life's brand to over 30 markets across America. As a sponsor, Sun Life will also be given prominent exposure in all advertising and promotional material Cirque du Soleil develops to promote its Big Top, Arena and future show.

"We're thrilled to have Sun Life aboard as a new sponsor for the next year," said Ryan Sandilands, Corporate Alliances Senior Director at Cirque du Soleil. "The sponsorship is a great match for both of us, as Cirque du Soleil seeks partnerships with companies who share the same attributes, such as excellence, performance and engagement."

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of June 30, 2009, the Sun Life Financial group of companies had total assets under management of US $341.9 billion.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial's website at

About Cirque du Soleil

Cirque du Soleil celebrates its 25th anniversary in 2009. From the 20 or so performers the company featured when it all began in 1984, Quebec-based Cirque du Soleil has become a leading provider of quality entertainment with 4,000 employees, including 1,000 artists from some 40 countries.

Cirque du Soleil has thrilled close to 90 million spectators in more than 200 cities on five continents. In 2009, the organization will have 20 different shows playing around the world. The success of Cirque has been recognized with a number of awards, notably the Emmy, Drama Desk, Bambi, ACE, Gémeaux and Félix, as well as the coveted Rose d'or de Montreux.

David Jacobson
Sun Life Financial