Oct 19, 2010 at 01:04 PM
written by Noreen O'Leary, Brandweek

Nationwide CMO Talks Sports Sponsorships and ROI

Nationwide Insurance is building on the success of its three-year deal with NASCAR to include sports sponsorships this year with football teams like the Pittsburgh Steelers, Cincinnati Bengals, North Carolina Tar Heels and the PGA Tour’s Memorial Tournament. The architect of Nationwide's strategy, CMO Jim Lyski, is now applying its national NASCAR sponsorship model to regional sports deals. Lyski, who joined Nationwide four years ago after marketing jobs at Cigna and FedEx, chatted with Brandweek about how sports is translating into return on investment and how Nationwide is competing for consumers in a category of big spenders.