Why OneAmerica Financial dove right into a USA Swimming sponsorship

When Team USA athletes put together to enter the pool on the Pan Pacific Swimming Championships in Irvine, Calif. subsequent week there might be a refined, however important addition to their uniforms.

For the primary time, their competitors fits will bear a sponsor brand – that of OneAmerica Financial, marking the most recent milestone within the mutual firm’s sponsorship of USA Swimming.

The sponsorship started in 2023 and runs by means of 2028, spanning each the Paris and Los Angeles Olympics and a slew of main competitions, resembling subsequent week’s Pan Pacific Swimming Championships, which runs from Aug.12 by means of 15.

“It allows us to run that through two [Olympic] cycles, which is wonderful,” Kelley Gay, OneAmerica Financial’s chief advertising officer, informed InvestmentNews. “We’re really, really proud to sponsor USA Swimming and all the parts of it that really make a difference in the world.”

The sponsorship, which was announced in November 2022, ties OneAmerica’s advertising efforts to key USA Swimming occasions. TV adverts for the corporate’s “One less thing to worry about” advertising marketing campaign, for instance, are lively now on NBC and Peacock, and can run by means of the Pan Pacific Swim Championships. As a sponsor of USA Swimming, OneAmerica can also be offering assist for study to swim actions throughout the U.S.

A sport for all times

“When you think about this landmark agreement for us, it’s a long-term commitment to sport and we have, with USA Swim, a shared belief in the importance of swimming both as a competitive sport and a life-saving skill,” mentioned Gay, who can also be a board member of the USA Swimming Foundation.

The OneAmerica chief advertising officer cites data from the CDC exhibiting that there are a mean of 11 drowning deaths within the U.S. on daily basis, and that drowning is the second main explanation for unintentional damage dying for youngsters aged 5 to 14.

Working with the USA Swimming Foundation, OneAmerica helps learn-to-swim packages in communities served by traditionally Black faculties and universities (HBCUs). “What was critical for us was the learn-to-swim programs that we have put in place,” mentioned Gay. “USA Swimming is built on a legacy of tremendous athletes, tremendous commitment to water safety and the commitment to make sure that there is equity across all universities to have access to swimming and then locally within the community.”

To illustrate her level, Gay highlighted the corporate’s work in Indianapolis, the place it’s headquartered. In 2024 the Lucas Oil stadium, higher referred to as the house of the Indianapolis Colts, hosted the US Olympic swim trials. The stadium will host the trials once more in 2028.  

“That was an incredible experience to see Lucas Oil transform to have three pools in it,” Gay informed InvestmentNews. But away from the highlight of elite competitors, OneAmerica additionally set a purpose to achieve greater than 50,000 kids and people with study to swim packages within the metropolis that 12 months.

More lately, forward of the Pan Pacific Swim Championships, OneAmerica and USA Swimming hosted a free group pool day for youngsters below the age of 18 on the Aquatic Center, in Irvine. “There were hundreds of kids enjoying in a safe way, their experience, and getting comfortable in the water,” mentioned Gay.

The sponsorship additionally opens the door to monetary schooling for USA Swimming’s membership, which at the moment stands at over 380,000.

“Many families generationally have not talked about finances, not created the kind of forum to have conversations – not just that, but also how do you take action on your goals?” mentioned Gay.

OneAmerica can also be working with USA Swimming athletes in various alternative ways. “It is about creating a forum for them to participate in some of the learn to swim programs that we have,” mentioned Gay, noting that the athletes all have a narrative of perseverance, self-discipline and efficiency. “And then when we can connect those athletes into working with our home office associates, working with our distribution partners in the field, to inspire.”

The firm additionally has a hyperlink to swimming inside its government ranks within the type of CEO Scott Davison. “He was a competitive swimmer, and he definitely gave us an appreciation for the sport and the values that it instills,” mentioned Gay.

The OneAmerica chief advertising officer is herself no stranger to elite sport – she gained the 1995 NCAA Women’s Basketball Championship with the University of Connecticut group that went 35-0.

So, what’s it like for her to be again on this world? “I love it,” she informed InvestmentNews. “These athletes have dedicated their life to this sport – I’ve come to appreciate the degree to which that dedication can translate into their second and third acts as they retire from sport and get into their next thing that they’re going to do.”

Wealth administration and sports activities

Other corporations within the monetary and wealth administration sectors have solid high-profile hyperlinks with the world of sport. LPL Financial, for instance, has a partnership with the PGA of America, whereas mega-RIA Hightower is the wealth administration accomplice of US Squash as the game prepares to make its Olympic debut on the Los Angeles video games.

For OneAmerica, its USA Swimming sponsorship undoubtedly has an Olympic aspect, in addition to different vastly necessary sides away from the elite sporting highlight.

“This sponsorship allows us to help create access to financial education, understanding and action, as well as the certainty that can come from having more confidence in the water,” mentioned Gay.