US life insurance firm New York Life has announced a new multi-year partnership with the nation’s soccer governing body, US Soccer.

New York Life becomes the official life insurance partner of US Soccer and through the deal will also serve as the presenting partner of its US Youth Soccer division's National Championship Series.

It will also become the presenting partner of Coach for Community, US Soccer’s grassroots coaching program.

U.S. Soccer Chief Commercial Officer David Wright. “As we continue to navigate through some of the most pivotal years for soccer in our country, we look forward to working together to celebrate soccer’s history in the U.S., while positively impacting the next generation of soccer fans, players and coaches across the country.”

“We’re thrilled to welcome New York Life to the U.S. Soccer family and our growing portfolio of purpose-driven strategic partners.”

Other US Soccer partners include global hotel group Marriott Bonvoy, which partnered with the governing body in January, as well as ticketing giant Ticketmaster.

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The New York Life partnership comes off the back of the insurance firm agreeing a similar partnership with baseball’s MLB, as well as youth baseball’s Little League International body.

New York Life, is the MLB’s official financial guidance partner, also partners with youth baseball nonprofit Little League International as an official partner of its Little League and Little League World Series competitions, as well as a presenting sponsor of the Little League Classic.

“We’re excited by the opportunity to foster regular digital, stadium, and in-person connections that resonate with our key client segments,” New York Life chief marketing officer Amy Hu stated at the time.

The back-to-back announcement of the partnerships solidifies New York Life’s intent to engage and associate heavily with top-tier US sports organizations.