Prudential Financial and PGIM are looking to serve up a few aces with new branding efforts and messaging focused on retirement planning at the US Open tennis tournament, scheduled for Aug. 28-Sept. 10 in New York City.
In addition to Prudential and PGIM logos being featured on shirt sleeves of players for at least 40 matches during the year’s last tennis major set to start Monday, Prudential Financial today announced that it is partnering with 19-year-old rookie tennis professional Ethan Quinn in a brand deal that showcases Quinn at a new stage in his life: Preparing for competition as he makes his professional debut and thinking about… retirement.
Quinn, who turned professional in June after winning the 2023 NCAA Men’s Tennis Singles National Championship as a redshirt freshman at the University of Georgia, will utilize Prudential Stages for Retirement and Prudential’s team of financial advisors as a paid promoter to let his money work for him as he builds his pro tennis career. Through the power of compound interest, Quinn’s initial $45,000 investment (as he mentioned in a Prudential Financial-sponsored segment on Good Morning America today) could be worth as much as $2.6 million—nearly the value of winning this year’s U.S. Open (men’s and women’s singles champions earn $3 million)—when he is eligible for retirement.
“Ethan understands that the training and hard work pays off in more than one way, and is partnering with Prudential to inspire others to seize the moments when life goes right to plan for a better financial future,” said Susan Somersille Johnson, Prudential’s Chief Marketing Officer. “No matter what happens throughout his professional career, Ethan will be ready. And Prudential will be there to support him.”
This is important, says Prudential Financial Advisor and former professional football player Delvin Joyce. By planning now, Quinn can face his financial future with the same confidence he brings to the court.
“Earning a lot of money when young can create a false sense of security,” Joyce said. “Professional athletes are typically well compensated but are not taught how to manage their wealth. Ethan understands this, and wants to encourage young players to consider their financial future as their career begins, not when it is ending.”
As part of the brand deal, Quinn will star in an ad directed by Reinaldo Marcus Green. The ad is the latest in Prudential’s ‘Now What?’ brand campaign and will premiere on national TV during the US Open Aug. 28-Sept. 10. Green, a former college athlete who directed such iconic films as Monsters and Men, King Richard, and the upcoming Bob Marley: One Love, says his background in sports was one of the primary reasons he decided to sign on as director of the ad.
“I wish I understood the importance of saving my pennies when I was a young man starting out,” Green said. “Although I was raised to live in the moment, to be present, and that any day could be my last, I hope this ad inspires young people to save for the rainy and sunny days and create a plan for what’s to come.”
The brand deal with Quinn, which will also be supported by paid digital and social media, is in addition to a global campaign for Prudential’s global investment management division (PGIM) in partnership with Cam Norrie, the world’s #13 tennis player and the British #1. PGIM will be prominently featured on Cam’s shirt sleeve when he competes in tennis’ four majors: Australian Open, the French Open, the US Open and Wimbledon.
Winning the NCAA singles title earned Quinn a wild card entry into this year’s US Open. The Fresno, California native held a 34-10 singles record in NCAA play, including 26 wins against ranked opponents, and ended the season on a 17-match win streak. He is scheduled to play his first-round US Open match at 9 a.m. EDT Monday against world 75th-ranked Bernabe Zapata Miralles of Spain.
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Veteran financial services industry journalist Brian Anderson joined 401(k) Specialist as Managing Editor in January 2019. He has led editorial content for a variety of well-known properties including Insurance Forums, Life Insurance Selling, National Underwriter Life & Health, and Senior Market Advisor. He has always maintained a focus on providing readers with timely, useful information intended to help them build their business.
