Nationwide Insurance has signed a three-year agreement with the National Football League to become an official sponsor of the league. The relationship with the insurance company, which is based in Columbus, Ohio, will kick off this season and run through the 2016 season. Nationwide is already an NFL media buyer and has existing partnerships with the Dallas Cowboys and the Denver Broncos.

“We’ve made significant media and partnership moves in the NFL space over the past two years to help strengthen our connection with the more than 185 million NFL fans,” said Matt Jauchius, Nationwide’s chief marketing officer. “Adding a league relationship is a natural evolution for Nationwide and will afford us the ability to maximize assets nationally, provide more impactful content and better engage fans across screens.”

As part of the agreement, Nationwide will become the founding sponsor of NFL Now. This new digital video service, expected to launch in early August, will provide fans with personalized NFL news, analysis and highlights. Additionally, Nationwide will be able to feature the NFL shield and the collective marks of all 32 NFL teams in its national marketing and advertising campaigns. The company will also be a presenting sponsor of the Walter Payton NFL Man of the Year Award, which honors a player’s volunteer and charity work, as well as his excellence on the field.