In keeping with its name, Nationwide Insurance is partial to national sponsorships.

The company last week announced a new partnership with the National Football League, a tie that builds on long-running ties with NASCAR and the PGA Tour.

The three-year deal affords status as the NFL’s official insurance sponsor. USAA—the league’s previous sponsor in the category—now serves as the NFL’s official military appreciation sponsor.

The league deal solidifies Nationwide’s involvement in pro football that includes ties with the NFL Dallas Cowboys and Denver Broncos. The company this year also inked an endorsement deal with Denver Broncos quarterback Peyton Manning.

Nationwide is also transitioning its NASCAR program. The insurer next year will replace title of the NASCAR Nationwide Series with a partnership with Hendrick Motorsports and Dale Earnhardt Jr. Nationwide will sponsor Earnhardt in 12 Sprint Cup Series races in 2015 and serve as primary sponsor for 13 races in the 2016 and 2017 seasons.

Below, Matt Jauchius, Nationwide chief marketing officer, discusses the company’s new NFL partnership, “less is more” sponsorship strategy and other topics.

On the role of sports in Nationwide’s marketing mix
Sports sponsorship plays a major role in our marketing platform. Sports in general are an attractive platform due to high live viewing, multi-screen media consumption, large fan bases and often loyalty towards supportive brands, especially in NASCAR.

On Nationwide’s evolving sponsorship strategy
It’s the natural progression and evolution of our marketing platform. In 2012 we established our strategy—to go deep into a few sports—and when we do, partner with the most visible components of those sports. Both the NASCAR Sprint Cup series and the NFL present us a larger audience than previous relationships.

On using the NFL to gain broad reach  
The NFL provides mass reach, passionate fan bases and significant TV ratings. The NFL is also one of the rare properties that appeals to almost every demographic group. Finalizing a league deal helps us to solidify the platform for pro football.

On the affiliation with NFL Now   
Statistics show that more than half of NFL fans second screen while they are watching games. NFL Now taps into that. If somebody’s on their tablet and then views NFL Now, they’ll be able to see other facts and statistics about teams, players, etc. The NFL is doing a great job of providing access to digital information to the fans to supplement what they are seeing on TV.

On replacing the NASCAR Nationwide Series with Dale Jr.
Strategically, Nationwide decided to move to properties that permit greater access to a larger fan base. In the case of NASCAR, that meant moving from the Nationwide Series to the Sprint Cup Series.  As part of that, there was only one person that made sense for Nationwide, and that’s Dale Earnhardt Jr. Dale has an authentic connection to Nationwide as the Earnhardt family has a 35-plus year relationship with Nationwide and is also the 11-time most popular driver in NASCAR. Dale also has a strong following on Twitter and Facebook, providing access to a large and engaged audience.