Winning Brand Trust Through Strategic Sponsorships: Inside Lincoln Financial’s Partnership with Jalen Hurts
Kirk Wilson, Lincoln Financial Group
In today’s crowded marketplace, we know that standing out requires more than just your logo or tagline. It demands relevance, emotional connection, and strategic alignment. This session explores how brands, even those in traditionally “unsexy” industries like insurance and financial services, can harness the power of strategic sponsorships to drive real, measurable brand awareness and trust.
Using Lincoln Financial’s partnership with NFL quarterback Jalen Hurts as a case study, we’ll unpack how a strategic sponsorship during a brand refresh helped Lincoln Financial reposition itself as a modern, purpose-driven leader — while aligning with an athlete known for resilience, leadership, and excellence.
The result? A Super Bowl-caliber season not only for Hurts but also for Lincoln Financial, marked by increases in positive brand impressions, buzz, and engagement across local and national markets.