First Game Milestones Celebrated by New York Life

ABOUT THIS ENTRY

New York Life’s First Game Certificate Program, in partnership with Major League Baseball, celebrated the milestone of attending a first MLB game by offering personalized digital certificates and a sweepstakes for a chance to win a trip to the World Series. To extend its impact, New York Life partnered with the Girl Scouts of the USA, providing troops—many from underserved communities—with once-in-a-lifetime MLB experiences at major events like the All-Star Game, Little League Classic, and World Series. This initiative reinforced New York Life’s commitment to celebrating life’s meaningful moments while engaging diverse audiences in an authentic, purpose-driven way.

How does this represent "Excellence in Engagement"?

New York Life’s First Game Certificate Program set a new standard for fan engagement by transforming a personal milestone—attending a Major League Baseball game for the first time—into an interactive and commemorative experience. Rather than relying on traditional branding, New York Life actively engaged with fans, showcasing its values of loyalty and dedication through a personalized experience.

The program went beyond conventional activations by being featured at high-touch events like the MLB All-Star Game and World Series. It also extended engagement to new audiences by providing Girl Scout troops—many from underserved communities—with a once-in-a-lifetime opportunity to attend and be celebrated at an MLB game. This approach deepened fan involvement while reinforcing New York Life’s commitment to making milestones meaningful for all.

New York Life amplified its impact digitally through MLB and Girl Scouts’ social platforms, coupled with in-stadium content, generating 1.35 million impressions and 186K video views. By blending digital engagement with real-life experiences, the program redefined sponsorship by fostering authentic, participatory connections. This initiative sets a new benchmark for engagement—prioritizing emotional connection, inclusivity, and purpose-driven storytelling to create lasting relationships between brands and their audiences.

Objective

The objective of the First Game Certificate program presented by New York Life was to position New York Life as a brand that celebrates life’s meaningful milestones, shifting away from a transactional or product-focused message. By honoring moments like attending a first Major League Baseball game, New York Life reinforced its commitment to being present for the experiences that matter most, fostering deeper emotional connections with individuals and families.

A key goal was to reach and engage diverse audiences, attracting new clients across multiple segments. Baseball’s universal appeal and cross-generational relevance provided an ideal platform to connect with a broad audience. By celebrating life milestones through dynamic, inclusive initiatives, New York Life strengthened its resonance with families and communities.

The program also amplified New York Life’s community commitment by supporting initiatives that gave back in meaningful ways. Creating memorable experiences at the local level reinforced its role as a trusted partner, demonstrating a genuine investment in enriching lives beyond financial services. This alignment of purpose and action deepened relationships with partners and the communities it serves, positioning New York Life as a brand that not only protects financial futures but also celebrates the moments that make life meaningful.

Strategy & Execution

New York Life’s First Game Certificate Program, created with Major League Baseball, honored the milestone of attending a first MLB game. Fans could personalize certificates with game details to commemorate the experience and enter a sweepstakes to win a trip to the World Series, adding excitement and engagement.

To expand the program’s impact, New York Life partnered with MLB and the Girl Scouts of the USA, providing deserving troops—many from underserved communities—with unforgettable first-game experiences. This collaboration reinforced New York Life’s commitment to inclusivity and making milestones meaningful.

Girl Scout troops were selected through the organization’s internal process, ensuring broad representation. Throughout the MLB season, they participated in high-profile events like the All-Star Game, Little League Classic, MLB Showcase Game, and World Series. These experiences featured personalized touches, including MLB merchandise, stadium food, mascot interactions, and unique on-field moments.

Strategic amplification through MLB’s social media and in-game content expanded program visibility, allowing New York Life’s commitment to celebrating life milestones to resonate with a broader audience. By blending digital engagement with real-life impact, this initiative set a new standard for purpose-driven fan engagement in modern sports.

Organizations

• New York Life
• Horizon Sports and Experiences
• Major League Baseball
• Girl Scouts of USA

Credits

Amy Hu
Chief Marketing Officer
New York Life

Lisa Thomsen
Head of Acquisition, Marketing
New York Life

Harrison Laifer
Corporate Vice President, Head of Sponsorships
New York Life

Noemi Bambino
Director of Sponsorship Activation
New York Life

Annie Schnoll
Sponsorship Associate
New York Life

Peter Stern
President
Horizon Sports and Experiences

Jared Melzer
Vice President
Horizon Sports and Experiences

Jillian Wright
Account Director
Horizon Sports and Experiences

Caitlin Ramage
Account Executive
Horizon Sports and Experiences