Ameriprise Financial has kicked off a broad advertising push designed to burnish its brand among affluent sports viewers, a move that comes as the Minneapolis-based brokerage contends with a sharp slowdown in client inflows and the recent departure of a large advisor team.
The campaign, which began airing this month, includes 30-second and 15-second spots on CBS, NBC, ABC, ESPN, Bloomberg, Fox Business, Golf Channel, and CBS Sports. It also extends to streaming platforms such as Disney+, Paramount+, ESPN+, HBO Max, Netflix, and Peacock. The ads emphasize the emotional payoff of professional advice, with one narrator stating, "How confident you feel about your financial future has everything to do with how confident you are in the financial advice you receive."
Ameriprise's sports marketing footprint already includes a sponsorship of the 2026 Special Olympics USA Games, and it has served as an institutional financial advisor to the NFL Players Association since 2024. Jen Simonds, vice president of consumer marketing and content strategy, said sports remain one of the few venues where large audiences gather in real time, offering a valuable counter to media fragmentation. "Sports audiences also align well with the consumers we're targeting," she said, pointing to individuals making significant financial decisions.
The advertising blitz arrives at a delicate moment for the firm. Client net flows in its advice and wealth management segment fell 59% year over year to $4.2 billion in the first quarter of 2026, then dropped further to $3.1 billion in the second quarter, according to earnings reports. CEO Jim Cracchiolo has described the competition for advisor talent as "crazy" and "really aggressive," underscoring the pressure on recruiting.
Simonds framed the national campaign as a recruiting and retention tool, arguing that advisors can leverage Ameriprise's brand recognition rather than building visibility from scratch. "With Ameriprise, they can combine the strength of their client relationships with the reach, reputation and resources of one of the industry's leading brands," she said. The message is particularly timely given that an $8.1 billion advisor team left this month to launch an independent RIA, a reminder of the competitive threats facing large brokerages.
The push mirrors a broader trend among brokerage firms investing in sports sponsorships. LPL Financial, for instance, struck a deal with the PGA of America earlier this year, securing brand placement on CBS and ESPN during major golf tournaments. Such partnerships are seen as a way to reach high-net-worth prospects and reinforce brand credibility.
Ameriprise's campaign also comes as the firm seeks to differentiate itself in a crowded market where advisors are increasingly weighing independence. The company's ability to retain and attract top producers will be critical to reversing the flow slowdown. While the ad spend is not disclosed, industry estimates suggest a campaign of this scale could cost tens of millions of dollars.
For advisors, the message is clear: aligning with a national brand can ease the burden of client acquisition. But as the recent team departure shows, even the largest brands must continually prove their value proposition. The coming quarters will reveal whether this marketing investment translates into improved flows and advisor retention.
