Voya

“Live sports has always been a big part of our plan. We think there's a great connection between the planning and preparation that goes into winning in sports and the planning and preparation that goes into being successful as one becomes retirement ready.”

— Mark Kirby
SVP, Brand Marketing, Voya Financial™

Voya's Objective

Grow Awareness of New Brand

Build awareness of the new Voya Financial name and its association with retirement by aligning with premier properties that represent credibility and trust.

ESPN Strategy

Mass Reach and Franchise Positions

Leverage the brand strength and reach of ESPN and ABC together through immersive ownership positions that engage consumers and drive deeper awareness of the Voya brand.

Success Headlines

Higher awareness
than ING ever had
10 Pts
Higher awareness among ESPN and ABC viewers
Higher association
with retirement

Our Partnership

“We partnered with ESPN and ABC because of the great fit they provided relative to our needs. Their reach and alignment with our target audience is outstanding.”

— Mark Kirby
SVP, Brand Marketing, Voya Financial™

Real Money

The Real Money franchise provides financial news, insights and storytelling across ESPN and ABC properties. On ESPN, Real Money airs during SportsCenter featuring analyst Darren Rovell discussing the financial impact from the day's sports headlines. On ABC, Good Morning America and World News Tonight with David Muir have a dedicated Real Money segment. On Good Morning America, Real Money highlights everyday people and everyday financial challenges, obstacles and solutions. On World News Tonight with David Muir Real Money segments provide viewers with information to better their financial future. Each show tells the Real Money story in its own voice which maximized its impact with the audience. Real Money was also promoted and distributed through GMA and SportsCenter twitter handles.

Touchpoints

ESPN WatchESPN ABC Social

Bench Talk

Bench Talk is a cross-network franchise that lives on ESPN across College Football, College Basketball and Tennis and on ABC with Good Morning America. Bench Talk segments focus on preparation for success and previewing future matchups. At the Australian Open, the Voya Financial Bench was featured on the Wimbledon set during Bench Talk segments. Bench Talk was complemented by the Tennis Tracker feature during the French Open and Wimbledon and the Voya Photo of the Night on Instagram.

Touchpoints

ESPN ESPN.com WatchESPN ABC Social Onsite

“ESPN and ABC have been terrific partners throughout our process of rebranding to Voya Financial. We've seen significantly higher awareness among audiences loyal to both of those properties.”

— Mark Kirby
SVP, Brand Marketing, Voya Financial™
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