CAMPAIGN I SPONSORSHIP I COMMUNITY
New York Life has been helping families celebrate and protect life’s most meaningful moments. With their partnership with the MLB, they wanted to celebrate another meaningful one: a kid’s first professional baseball game. They tasked HS&E with making their brand come to life and we answered with a breakthrough program, in partnership with the Boys and Girls Scouts of America and the Boys & Girls Club: The First-Game Certificate presented by New York Life.
First-time fans received a personalized, digital keepsake commemorating their first game, whether it was this year or years in the past. The customizable certificates featured the fan’s name, team, and game date, giving a tangible way to mark the experience. And by creating their custom certificate, fans are automatically entered to win prizes—from gift cards and signed memorabilia to unforgettable trips to the All-Star Game or MLB Postseason.
50K+
TOTAL CERTIFICATES CREATED
43%
YoY GROWTH IN SWEEPSTAKES ENTRIES
115M+
TOTAL IMPRESSIONS
In 2025, recognizing that no two “firsts” are alike, New York Life commissioned Bronx-based artist, Andre Trenier, to design a series of new certificate backgrounds inspired by the magic of a first ballpark experience. With family-friendly illustrations that highlight iconic stadium imagery, Trenier also collaborated with World Series champion, Dexter Fowler, to reimagine Dexter’s first MLB game as a one-of-a-kind custom painting.
