New York Life partnered with Major League Baseball to launch the First Game Certificate initiative, honoring the milestone of attending your very first MLB game. Just as New York Life has been helping families celebrate and protect life’s most meaningful moments for over 180 years, this program reflected the company’s core belief that we are More Powerful Together.
Fans could create personalized certificates designed by a New York City based artist featuring their name, team, and game date—transforming a day at the ballpark into a memory that lasts a lifetime. By creating their custom certificate, fans are automatically entered to win prizes – from gift cards and signed memorabilia to unforgettable trips to the All-Star Game or MLB Postseason. This initiative gave families a unifying way to engage in a tradition that connects generations, echoing New York Life’s mission of being there for families through every milestone and turning the celebration of a first game into a shared community experience.
By celebrating family and community while highlighting the importance of building and protecting legacies, the First Game Certificate authentically aligned with New York Life’s commitment to providing both financial support and emotional connection. The initiative demonstrated how meaningful partnerships can bring people together, elevating life’s milestones and reinforcing New York Life’s promise to stand alongside families as they achieve their goals, celebrate their experiences, and shape their futures—because we are truly More Powerful Together.
The First Game Certificate initiative was created to honor the milestone of attending a first MLB game and celebrating it with a keepsake that fans can hold on to. Just as baseball has the power to bring families and communities together, New York Life’s mission is to help people celebrate, protect, and build upon life’s most meaningful moments. Rooted in the company’s belief that we are More Powerful Together, the program was designed to align with New York Life’s purpose of supporting families both emotionally and financially, ensuring they feel celebrated at every stage of life.
At its core, the initiative offered fans a personalized, digital keepsake commemorating their first game, whether it was this year or years in the past. The customizable certificates featured the fan’s name, team, and game date, giving a tangible way to mark the experience.
In 2025, the program was expanded to provide even more personalization and creativity. Recognizing that no two “firsts” are alike, New York Life commissioned an artist to design a series of new certificate backgrounds inspired by the magic of a first ballpark experience. With family-friendly illustrations that highlight iconic stadium imagery, the different design options allowed fans to choose a certificate that best reflected their personal story. This elevated the initiative from a single static design into a customizable experience, reinforcing New York Life’s dedication to honoring individuality within the community.
By enhancing the emotional resonance of an already powerful moment, the First Game Certificate program strengthened New York Life’s connection to families nationwide. The initiative demonstrated how the brand not only supports people in achieving their financial goals but also celebrates the moments that define them along the way. In expanding the program to include new artistic options in 2025, New York Life deepened its role in helping fans capture and share their stories, while reinforcing its purpose-driven promise: to be there for families, communities, and milestones of every kind.
