Ameritas announces major sponsorship of Nebraska women’s athletics

Ameritas has announced an agreement to become the presenting sponsor of all women’s athletics at the University of Nebraska-Lincoln. Sponsoring all 13 women’s sports at Nebraska gives the athletes support like never before. The five-year sponsorship is unique, with few like it in the United States.

The sponsorship covers the following Nebraska Huskers women’s sports: basketball, beach volleyball, bowling, cross country, golf, gymnastics, rifle, soccer, softball, swimming and diving, tennis, track and field and volleyball.

The special announcement was highlighted during Celebrating Women in Sports Night at the Lincoln Saltdogs baseball game at Haymarket Park in Lincoln, Nebraska, on Aug. 24. At the game, attendees could get posters signed by female athletes, creating fun memories and giving youth an opportunity to meet those that they usually see on the field or court.

The investment in women’s sports is timely. Viewership for major women’s sporting events has surged. Last year, Volleyball Day in Nebraska set a world record with 92,003 attendees at Memorial Stadium, and the Nebraska-Texas NCAA title volleyball match garnered 1.7 million viewers, reflecting a 115% increase from the previous year.

“The Ameritas sponsorship of Husker women’s athletics is energizing and builds on the excitement surrounding women’s sports in our country,” said Kristen Brown, deputy athletic director, senior woman administrator, at the University of Nebraska-Lincoln athletic department. “Ameritas has been a corporate sponsor of Husker athletics for many years, and partnering with them will give female athletes of all sports increased support. Like Volleyball Day at Memorial Stadium proved, women’s sports has reached new heights. And we are at the forefront here in Nebraska.”

Ameritas President and Chief Operating Officer Sue Wilkinson noted that supporting women’s sports aligns with Ameritas’ diversity and inclusion goals. “We want corporate sponsorship efforts to align with all our priorities and values at Ameritas,” she said. “The new Ameritas sponsorship symbolizes a strong support for women. The sponsorship deal increases chances to develop leadership skills and become role models for youth in our community.”

Nebraska fans will see an increase in Ameritas brand exposure at sports venues, Huskers social media platforms and other marketing activations. Other women’s athletics sponsorship activations include the Ameritas Masters Classic gymnastics meet, soccer scarves and replica championship rings for fans, National Girls and Women in Sports Day at a women’s basketball game and basketball camps with the Boys and Girls Club of Lincoln. Ameritas has also worked with organizations centered on mentoring female athletes and are exploring further chances as the sponsorship deal progresses.

Ameritas’ commitment to women extends beyond sponsorship of athletics. The company supports women through initiatives like the Women’s Inspiration Network at Ameritas and Women in Insurance and Financial Services, and strives to enhance women’s financial security and independence.