Torchmark to Change Its Name to Globe Life

Torchmark said the deal with the Cowboys includes advertising and corporate events at the Cowboys’ stadium, AT&T Stadium in Arlington, Texas, and at the Dallas Cowboys’ headquarters and training facility in Frisco, Texas.

Globe Life already has the naming rights for the Texas Rangers baseball team’s stadium, Globe Life Park.

Larry Hutchison’s Comments

Larry Hutchison, Torchmark’s co-chief executive officer, talked about the name change and relationship with the Cowboys Thursday, during a conference call with securities analysts that was streamed live on the web.

Hutchison said during the call that Torchmark has already been investing in efforts to promote the Globe Life name.

“These investments have increased Globe’s name recognition and improved sales in Texas and the surrounding states,” Hutchison said. ”We expect this initiative to evolve over a number of years and create a strong unified brand. As we go forward, we will maintain our usual disciplined approach to expense management, to ensure branding has a positive effect on recruiting, sales, and underwriting income.”

Hutchison said the individual insurance subsidiaries will continue to keep their cultures and market niches, even after they begin using the Globe Life name.

— Read Torchmark Announces Move To Texas, on ThinkAdvisor.

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