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Sun Life Backs Circus

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An insurer is kicking off a national branding campaign by announcing a major new sponsorship deal.

The Wellesley Hills, Mass.-based U.S. arm of Sun Life Financial Inc., Toronto, has become the official insurance partner of the Cirque du Soleil U.S. Big Top Touring Shows and the U.S. Arena Touring Shows.

Sun Life also will be the presenting partner of a new Cirque du Soleil U.S. show to be announced next month, the company says.

“This sponsorship is the first in a series of announcements comprising a new, national branding campaign for Sun Life Financial in the United States,” the company says.