Columbus-based Nationwide Insurance has reached a three-year agreement with the National Football League (NFL), to act as an official insurance sponsor of the league.

The relationship will start this season and will run through up to 2016, according to the insurer.

Nationwide Insurance chief marketing officer Matt Jauchius said: "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.

"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."

Under the terms of the contract, Nationwide has become a founding sponsor of NFL Now, the NFL’s new digital video service offering fans the NFL news, analysis and highlights they want across their Internet-connected devices.

Planned to roll out in early August, NFL Now can be customized for each fan’s interests, allowing them to follow the NFL how they want, where they want, when they want.

Nationwide will also act as 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.

"Supporting this award aligns closely with Nationwide’s philanthropic passion and commitment to be More Than a Business," Jauchius added.

Nationwide Insurance, acting as an official sponsor, will be able to feature the NFL Shield and the collective marks of all 32 NFL teams in its national marketing and advertising campaigns.