March 04, 2013

Sun Life Financial and the National Basketball Association Team Up

Multi-year relationship provides unique hosting opportunities for the Sun Life employee benefits business across the United States

 Wellesley, Mass. (March 4, 2013) – The U.S. Business Group of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF), the National Basketball Association (NBA), and the NBA Development League (NBA D-League) have entered into a multi-year partnership designed to deepen Sun Life’s relationships with its brokers and customers and increase awareness of the company’s employee benefits business. Financial terms of the deal were not disclosed.

As part of the agreement, Sun Life will be able to offer its key relationships across the nation unique opportunities to interact with NBA stars. Sun Life will create a series of Chalk Talks across the country, allowing brokers and employees the ability to participate in exclusive Q&A sessions with NBA Legends. Sun Life will also host an annual NBA-themed service project allowing employees to work alongside NBA Legends to improve local communities throughout the U.S. 

“The NBA is one of the most powerful brands in the world, and this partnership provides us with tools that will help propel our business forward,” said Sun Life Financial U.S. President Wes Thompson. “It provides us with a unique platform to create a differentiated hosting opportunity for our brokers, customers, and employees in local communities across the country.”

“With Sun Life’s rich history of nearly 150 years of success and leadership, we’re thrilled to partner with such a prestigious brand,” said NBA Executive Vice President of Global Marketing Partnerships Mark Tatum. “Sun Life and the NBA share many core values that make our partnership a great fit, including a strong commitment to delivering the very best possible experiences for customers.”

The partnership with the NBA comes on the heels of a successful partnership with the Boston Celtics, one of the league’s most storied franchises. The company is an official partner of the Celtics, and recently acquired entitlement rights to the Sun Life Courtside Club, the team’s primary VIP hospitality venue in TD Garden. 

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. In the United States and elsewhere, insurance products are offered by members of the Sun Life Financial group that are insurance companies. Sun Life Financial Inc., the holding company for the Sun Life Financial group of companies, is a public company. It is not an insurance company and does not offer insurance products for sale in the United States or elsewhere, and does not guarantee the obligations of its insurance company subsidiaries. In the United States, Sun Life Financial provides a range of products and services to employers and their employees, including group and voluntary life, disability, dental and stop-loss insurance products. These products are issued by Sun Life Assurance Company of Canada in all states except New York. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York. Product offerings may not be available in all states and may vary depending on state laws and regulations. For more information please visit Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.

About the NBA
The NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, and the NBA Development League. The league has established a major international presence with games and programming in 215 countries and territories in 47 languages and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters currently feature 84 international players from 36 countries and territories. The NBA’s digital assets include NBA TV, which is available in more than 60 million U.S. homes, and, which averages more than 42 million page views per day, more than half of which originate from outside of North America. The NBA is the No. 1 professional sports league on social media, with more than 365 million fans and followers globally across all league, team, and player platforms. Through NBA Cares, the league and its teams and players have donated more than $210 million to charity, completed more than 2.3 million hours of hands-on community service, and created more than 760 places where kids and families can live, learn, or play.


Media contacts
Keith Gainsboro
Elevate Communications

Tim Stone
Sun Life Financial

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