Swing for Success Presented by New York Life

ABOUT THIS ENTRY

New York Life’s Swing for Success campaign showcased the company’s commitment to purpose-driven marketing by integrating financial empowerment with sports culture. Tied to MLB’s historic game at Rickwood Field, the campaign elevated brand awareness through strategic community engagement, financial grants, and mentorship opportunities.

How does this represent "Excellence in Engagement"?

The Swing for Success event, presented by New York Life, redefined fan engagement by seamlessly integrating financial empowerment with sports culture. Centered on black small busineses and entrepreneurship, the event authentically aligned with MLB’s historic game at Rickwood Field, honoring the legacy of the Negro Leagues. Beyond the game, New York Life engaged directly with Birmingham’s Black small business community—pushing traditional sponsorship boundaries by providing financial support, business education, and exclusive opportunities such as monetary donations and mentorship.

This initiative moved beyond conventional branding strategies, fostering meaningful connections with a community New York Life has a longstanding relationship with and extending its impact into the broader Black business network. A fireside chat with Dexter Fowler and expert-led business panels reinforced the brand’s commitment to long-term impact rather than a one-time activation.

With 25 million earned media impressions, 83,000 social media engagements, and overwhelmingly positive attendee feedback, Swing for Success demonstrated how brands can authentically support underrepresented communities while enhancing their presence in sports marketing. This initiative sets a new benchmark for purpose-driven engagement and serves as a model for brands looking to invest in programs that create lasting economic and social impact.

Objective

The Swing for Success initiative was designed to honor Birmingham’s Black small business owners and entrepreneurs, while also celebrating the Negro Leagues' profound influence on both sports and society. New York Life’s objective was to support Black professionals by providing financial education, insights, a dedicated networking and collaboration space, and tools and strategies to help entrepreneurs build economic prosperity.

The event, held in conjunction with Major League Baseball’s historic return to Rickwood Field, aimed to bridge the gap in business ownership and longevity—where only 3% of U.S. businesses are Black-owned. By engaging in community-driven efforts in Birmingham, Alabama, where New York Life has had a longstanding presence since 1902, New York Life sought to elevate its commitment to a community it calls home while raising awareness on a national stage.

Strategy & Execution

The Swing for Success event was designed to engage modern sports fans by blending financial empowerment, cultural heritage, and live baseball. The event featured a fireside chat with former MLB All-Star Dexter Fowler, a successful Black entrepreneur, and a business panel providing financial strategies for growth. New York Life further supported attendees by awarding monetary donations and offering tickets to the historic Giants vs. Cardinals game at Rickwood Field.

To deepen impact, NYL sponsored four HBCU students studying marketing or business to attend the event, shadow MLB professionals, and explore Birmingham’s Civil Rights history—connecting them to the broader cultural significance.

The event’s reach extended beyond the event through stadium signage, media coverage generating 25 million earned impressions, and a $52K sponsor media value. Social media amplified awareness, reinforcing NYL’s commitment to the Black business community.

A key challenge was ensuring authenticity for the Birmingham audience. Through close collaboration with MLB and local stakeholders, NYL successfully honored the city’s cultural legacy while aligning with its brand values—demonstrating a modern, purpose-driven approach to sports sponsorship.

Organizations

• New York Life
• Horizon Sports and Experiences
• Major League Baseball
• Negro Southern League Museum
• Tupelo Honey
• Birmingham Business Alliance
• Jasper Communications

Links

•   Website

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

Zerlina Jackson
Vice President of Media and Channels
New York Life

Sara Sefcovic
Corporate Vice President- External Communications
New York Life

Imari Marcel
Vice President, Head of Target Marketing
New York Life

Maddie Janes
Account Director
Horizon Sports and Experiences

Leo Bangura
Junior Account Executive
Horizon Sports and Experiences