With the FIFA Men’s World Cup 2026 just weeks away and the Women’s World Cup a year out, New York Life is using the world’s biggest global sporting events to score with soccer fans and prospective clients with the launch of a new docuseries starring three members of the U.S. Men’s National Soccer Team (USMNT). Titled The Assist, the series follows USMNT players — midfielder Tyler Adams, defender Tim Ream and goalkeeper Matt Turner — as they share personal stories of their journeys to the world stage and the people and communities who’ve powered them through as coaches, mentors and supportive friends and family members.Produced by New York Life’s in-house team, the short-form docuseries — released shortly after the announcement of the official team roster — features two episodes per player: the first set showcasing the coaches and mentors that shaped them as players and the second highlighting the family members whose support shaped them as people. In “Example is the Quiet Language of Leadership,” Adams recalls his rookie days on the New York Red Bulls with friend, former teammate and veteran player Bradley Wright-Phillips, who became his mentor when he joined the team at 15 years old. In “Foundations for Big Dreams,” Ream, who recently tackled bedwetting stigma in a powerful spot from Goodnights, reunites with his former coaches Kevin Kalish and Tommy Howe in St. Louis to discuss how he developed as a player under their training. And in “Setting the Standard Before the Goal,” Turner relives the emotional roller coaster of being a late bloomer as a player, experiencing humiliating public failure, and persevering with the ongoing encouragement of coach Javi Decima. The latter episodes spotlight Adams’ own mentor-like relationship with his brothers, how Turner’s sisters prepared him for the pressure of playing abroad and Ream crediting his family for maintaining the foundation set by Kalish and Howe. Part of the company’s More Powerful Together brand platform, the series, which will run across social and digital, is also part of a larger campaign, More Powerful Together, rolling out throughout the summer that also includes additional content, a youth soccer initiative and a multiyear commitment by the brand to develop coaches and mentors. Importantly, the ongoing campaign spotlights New York Life’s partnership with U.S. Soccer’s Men’s and Women’s teams, weaving in themes often associated with sports such as teamwork, mentorship and the impact of community to draw metaphorical parallels to its approach to insurance and financial consulting services. “We have always been known for life insurance,” Lisa Thomsen, head of acquisition, client and sponsorship at New York Life, told Campaign. “It is no surprise that we are looking to be known for more holistic financial advice and guidance. To better reflect that, we launched our brand promise [last year], and it just happens to also be our campaign [this year] of [being] more powerful together, and with that, we really felt that [the series] embodied what we truly feel as New York Life — that with the power of people and teams behind you, you really can achieve more than you ever can alone.”Thomasen, who notes that the brand is exploring a similar series for the women’s team, says the brand will not be activating on the ground during the tournament, but instead will focus on its more community-focused initiatives, partnering with New York Life Foundation and its “Coaching the Future” pillar to “build coaches and mentors on and off the field in communities.” The programs are currently scheduled to take place in Orlando, Las Vegas, Houston and New Jersey.“We want to make sure that we do not just say when you’re talking about your brand promise and who you are [it’s all talk].” For us, being able to extend [the brand platform] into the communities and be able to give back and train coaches, and give them training as we’re talking about mentorship and being able to be there for people as well as the youth, and being able to host these days with our field force and these specific communities — is very meaningful for us.”While the company currently sits atop the rankings as the largest life insurance company in the U.S. with a market share of 7.4% as of 2025, its marketing presence has been considerably more modest in comparison with competitors such as State Farm, Nationwide and Prudential.