The Allstate Corp.’s long-running “less is more” sponsorship strategy appears to be going by the wayside.

The company, which has historically focused on football, soccer and the Olympics as its core sponsorship platforms, has recently expanded its portfolio with two new deals in the endurance sports and college basketball space.

Those include the Allstate Life Insurance 13.1 Marathon Series and corporate partner status with the NCAA, both of which are multiyear deals.

Allstate aligned with the running series to promote life insurance products, while the insurer partnered with the NCAA to expand its activation platform in college sports.

“Sponsorship is a very effective way to engage consumers. It just so happened that these partnerships happened at the same time,” said Courtney Buckley, Allstate’s associate marketing manager.

Below, IEG SR breaks down the two new partnerships:

Uses NCAA to expand college activation platform. Allstate partnered with the NCAA to expand its presence in college athletes, an initiative that has historically centered around its “Good Hands” field goal net program at football games.

“We have college football in the fall, while March Madness is in the spring. This gives us a surround-around activation platform,” said Buckley, who helped spearhead the tie.

The company will leverage this year’s NCAA Men’s Final Four with new TV commercials during tournament coverage on TBS, CBS, TNT and truTV. It also will have an on-site presence at the tournament.

“There will be multiple ways that fans can interact with us and engage our brand.”

Allstate will eventually activate the partnership across the NCAA’s 89 men’s and women’s championship events, Buckley added.

Aligns with running to promote life insurance. Allstate aligned with the 13.1 Marathon Series to promote its life insurance products.  

“You don’t have to own life insurance, so it’s an often overlooked product. We want to raise awareness of the importance of life insurance and how it can secure a family’s financial future,” said Jeff Podjasek, Allstate’s director of integrated marketing communications.

The deal marks the first time in more than a decade that Allstate has used a sponsorship to promote a specific product, said Podjasek, noting that the company typically sponsors on behalf of its master brand, under which it promotes auto insurance, home insurance and other products.

The marathon series includes exclusivity in the auto, home and financial services categories, although life insurance will take center stage, he said.

The sponsorship opportunity “bubbled up organically” within Allstate, added Podjasek, noting that runners represent a key target for life insurance.

“Many runners are family-oriented and consistent with people who need life insurance.”  

Like its other sponsorships, Allstate will activate the tie to engage local agents. That includes opportunities to shoot the starting gun, hold the finish line tape and otherwise interact with runners and fans.  

Allstate also is running a sweepstakes that dangles a $4,500 shopping spree at Dick’s Sporting Goods. The company will announce the winner and award the prize in November.

The Allstate Life Insurance 13.1 Marathon Series kicked off March 4th in Miami Beach, Fla. Other markets include Atlanta, Boston, Chicago and Los Angeles.