Super Bowl

Nationwide Returns to Super Bowl After Eight-Year Hiatus

Brand Became NFL's Official Insurance Sponsor in August

By Published on .

Nationwide is returning to the Super Bowl for the first time since 2007. The company became the official insurance sponsor of the NFL in August and signed a new deal with Denver Broncos quarterback Peyton Manning in May.

Kevin Federline starred in Nationwide's last Super Bowl ad.
Kevin Federline starred in Nationwide's last Super Bowl ad.

"We've had a big year. We unified our brand under the iconic N and Eagle logo, started a new relationship with one of the biggest stars in sports, Peyton Manning, and deepened our relationship with the NFL," said Matt Jauchius, CMO at Nationwide, in a statement. "We felt the time was right to return to America's biggest advertising stage."

Nationwide has not released any details on its media buy or its creative plans.

The company has not said which agency will handle the Super Bowl push. McKinney, part of Cheil Worldwide, is Nationwide's lead creative agency. The insurer also tapped Ogilvy & Mather earlier this year to handle the campaign with Mr. Manning.

The company's first foray into Super Bowl advertising was in 2006 with an ad featuring Fabio and the tagline, "Life Comes at You Fast." It followed up in 2007 with a spot featuring Kevin Federline. The next year it dropped out when it couldn't find a winning concept.

Nationwide spent $306 million in U.S. measured-media last year, according to the Ad Age DataCenter.

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