New York Life’s new docuseries “The Assist” takes USMNT stars Tyler Adams, Tim Ream, and Matt Turner off the pitch and into the moments that actually made them. Coaches. Family. Mentors. The people behind the players. The series is built around the relationships and support systems that shaped three very different paths to the world stage — and ties directly into New York Life’s commitment to mentorship and youth development through soccer. Lisa Thomsen, Head of Acquisition, Client and Sponsorship at New York Life, breaks down the strategy behind it.
How does “The Assist” fit into New York Life’s broader marketing strategy, and what metrics will you use to measure its success?
“The Assist” is an extension of New York Life’s ‘More powerful, together’ brand promise. At its core, the series is about the role that guidance, mentorship, and support play in helping people achieve their goals — values that are central to how New York Life serves its clients every day.
The campaign is designed as an integrated platform spanning earned media, owned and social channels, paid media, and community activations. It allows us to connect our partnership with U.S. Soccer to a broader story about the power of relationships and trusted guidance.
In terms of success, we’ll be looking at a combination of reach, sentiment, and engagement across earned and owned channels, brand lift, and employee engagement, while also evaluating how effectively the content resonates with audiences during this unique cultural moment.
Why soccer, and why now? How much of this is tied to the World Cup timing versus a longer-term strategic commitment to the sport?
The timing certainly makes this an exciting moment. Soccer is experiencing tremendous growth in the United States, and the international tournament provides a unique opportunity to engage audiences who are passionate about the sport.
That said, New York Life has been a lead sponsor of U.S. Soccer and the U.S. Men’s National Team since 2024, and ‘The Assist’ builds on our broader commitment to sport and the communities around it. We see soccer, and sports more broadly, as a powerful platform to tell stories that reflect our values, particularly around mentorship, teamwork, and guidance.
How were Tyler Adams, Tim Ream, and Matt Turner selected? Did any stories surprise you in the development process?
Tyler, Tim, and Matt were selected because each represents a different path to success, but all three share a common theme: they didn’t get there alone.
What stood out during the development process was how personal and authentic the stories became. Whether it was Tyler reflecting on the influence of Bradley Wright-Phillips and his brothers, Tim returning to the people and places that helped shape his career, or Matt sharing the role his coach, family, and friends played in helping him believe in himself, each story reinforced the universal idea that success is built through the support of others.
Those moments made it clear that while these are elite athletes, the experiences they’re describing are something almost everyone can relate to.
What’s the expected shelf life of this campaign — does it end when the tournament does, or is there a longer content roadmap?
The tournament serves as an important launch moment, but we view “The Assist” as a storytelling platform rather than a single campaign.
Content will continue to roll out throughout the summer across New York Life’s channels, and we’re already exploring opportunities to expand the concept through additional players, teams, and other stories that highlight mentorship and guidance.
More broadly, “The Assist” reflects New York Life’s long-standing belief in the power of trusted relationships and the role coaches, mentors, family members, and advisors play in helping people reach their potential. That idea also aligns closely with the New York Life Foundation’s Coaching the Future initiative, which is focused on expanding access to coaching and mentorship opportunities for young people across the country.
We believe the themes at the heart of “The Assist” are timeless and have relevance well beyond a single tournament, creating opportunities for us to continue telling meaningful stories that celebrate the people who help others succeed.
We’re encouraged by the early response and engagement we’ve seen across our channels and among fans, partners, and employees. While it’s still early in the campaign and we’re continuing to monitor performance, the initial reaction reinforces our belief that these stories are resonating with audiences. We’ll be evaluating performance over time as additional content rolls out throughout the summer.
