Ohio insuretech firm Bold Penguin has inked its second national pro sports sponsorship since being acquired by American Family Insurance of Madison.

The NFL’s Cincinnati Bengals named the Columbus software maker its “Official Commercial Insurance Technology Partner.” The deal does not include any appearances on team uniforms, but a presence in Paycor Stadium, a spokeswoman said. The partnership highlights the platform’s aim to simplify commercial insurance for small businesses.

Bold Penguin, which was acquired by American Family Insurance in 2021, shortly afterward became the home helmet sponsor for the NHL’s Pittsburgh Penguins. That deal with fellow avians continues.

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