Best's Review



Insurance Marketing
Full Force

Liberty National Life extends NASCAR series sponsorship and Kemper rebrands its subsidiaries.
  • Lori Chordas
  • February 2019
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Accelerating Ahead

LIBERTY NATIONAL LIFE INSURANCE CO. has extended its partnership with Richard Childress Racing and the No. 31 team for this year's Monster Energy NASCAR Cup Series season.

Liberty will remain a primary sponsor for select races with Daniel Hemric and the No. 31 Chevrolet Camaro ZL1. Liberty also will be an associate sponsor for select races on the No. 3 Chevrolet driven by Austin Dillon.

Liberty National, a wholly owned subsidiary of Torchmark Corp., provides life and supplemental health insurance to middle-income Americans through in-home and workplace sales.

Its sister company, Globe Life, has additional sports marketing partnerships, including the naming rights partnership with the Texas Rangers at Globe Life Park and Globe Life Field in Arlington, Texas.

Liberty National plans to use Richard Childress Racing to leverage digital and social media assets to showcase its brand, identify business-to-business opportunities and recruit new agents and customers. Its extended partnership will also provide new opportunities, such as VIP at-track experiences, to Liberty National independent agents, agency owners and insureds.

Hemric is one of Liberty National's newest policyholders. He made his NASCAR debut in October 2013 and joined Richard Childress Racing in 2017.



KEMPER CORP. has announced a rebrand of its subsidiaries, including Infinity Property and Casualty Corp., to reflect the corporate name.

The transition to Kemper Auto, Kemper Personal Insurance, Kemper Life and Kemper Health is expected to take more than a year. Brands such as Infinity and Alliance United will transition over a longer time period.

The company will retain its current operating entities and include individual insurance company names in pre- and post-sale materials as legally required. For example, Kemper Auto will become the consumer-facing brand for policies written by Infinity, and Kemper Life will do the same for Reliable Life.

Kemper President and CEO Joseph P. Lacher Jr. said the new structure aligns and combines the strengths of each segment of the organization. “Our new branding is one of many parts of our transformation,” he said.

The company's brand refresh includes a new logo, positioning and product line architecture. The new logo in navy blue and red embodies the characteristics of Kemper's committed team of employees and the qualities of trust, strength and reliability. Kemper's new brand positioning—“Affordable protection in an ever-changing world”—builds upon a rich history of providing insurance solutions to growing markets that meet customers' unique needs


Lori Chordas is a senior associate editor. She can be reached at

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