Penn Mutual is focusing on rugby as a way to help raise its brand awareness among millennials, adding even more sponsorship deals to its already impressive lineup, writes John George for the Philadelphia Business Journal.

The Horsham-based life insurance company has formed a partnership with New York-based Rhino Rugby, and for the second consecutive year, was a title sponsor of the Collegiate Rugby Championships at Talen Energy Stadium in Chester.

The company is also supporting Kristen Thomas and Madison Hughes, two elite rugby athletes, as they prepare for the summer 2016 Olympic Games in Brazil.

Penn Mutual Chairman and CEO, Eileen McDonnell, said that rugby has proved to be a good tool for recruiting millennials, including rugby athletes, as the company has already hired 18 former rugby players.

“We very much wanted to get on to college campuses in a favorable way,” said McDonnell. “Although we are a 170-year-old company, we haven’t been recruiting on college campuses in decades.”

The sponsorship deals with the Olympic hopefuls also take the company’s involvement in the sport up to a global level.

“When we signed our Rugby sponsorship deal, we knew Rugby would be returning to the Olympics after a 92-year hiatus,” said McDonnell, adding that America is the reigning gold medalist and has been for nearly a century, making the sponsorship decision an easy one.

Read more about Penn Mutual’s strategy in the Philadelphia Business Journal by clicking here.