The Swing for Success initiative was designed to honor Birmingham’s Black small business owners and entrepreneurs, while also celebrating the Negro Leagues' profound influence on both sports and society. New York Life’s objective was to support Black professionals by providing financial education, insights, a dedicated networking and collaboration space, and tools and strategies to help entrepreneurs build economic prosperity.
The event, held in conjunction with Major League Baseball’s historic return to Rickwood Field, aimed to bridge the gap in business ownership and longevity—where only 3% of U.S. businesses are Black-owned. By engaging in community-driven efforts in Birmingham, Alabama, where New York Life has had a longstanding presence since 1902, New York Life sought to elevate its commitment to a community it calls home while raising awareness on a national stage.
The Swing for Success event brought the vision of supporting Black business owners to life through a combination of financial education, networking, and cultural celebration. The evening began with a fireside chat featuring former MLB All-Star and World Series Champion Dexter Fowler, who himself is a small business owner, and black entrepreneur. Additionally, there was a business panel with financial experts offering attendees strategies for business growth and financial success. New York Life also provided grants to support attendees’ businesses and offered guests the chance to win tickets to the historic MLB game between the San Francisco Giants and St. Louis Cardinals at Rickwood Field, the oldest professional ballpark in the U.S.
The event was not only a celebration but also a commitment to fostering long-term connections. Additionally, New York Life sponsored four HBCU students, who are currently enrolled in marketing or business-related disciplines, to attend Rickwood; shadow MLB employees, visit the Birmingham Civil Rights Museum, and the MLB game, all while connecting them to the broader cultural context of the event. New York Life’s partnership with MLB was amplified through stadium signage and media coverage, including 25 million earned media impressions, a $52K sponsor media value, and extensive social media outreach, which extended the event's impact well beyond the local community.
Throughout the planning and execution phases, a major challenge was ensuring that the event’s messaging was authentic to the local Birmingham community. Coordination with MLB and local partners was critical in maintaining the integrity of the event’s cultural significance while also delivering on New York Life’s business objectives.
The Swing for Success initiative exceeded expectations in both engagement and brand exposure. National coverage in Blavity, Black Enterprise, Sports Business Journal, and local outlets, along with over 25 million impressions, solidified New York Life's role as a committed partner in empowering Black business owners. Social media efforts resulted in 83,000 impressions and a 2.2% engagement rate.
The event was also highly successful in fostering meaningful connections with the Birmingham Black business community. Seventy percent of attendees reported they were highly likely to recommend the event, and 89% learned something new about growing their businesses. Additionally, 52% of attendees expressed a more positive opinion of New York Life because of the event. These results highlight the initiative’s effectiveness in not only driving social good but also positioning New York Life as a trusted advisor for Black business owners and the broader community.
