Because Life Goes On

Ethos, a leading life insurance technology company on a mission to democratize access to life insurance, today announced that it has signed its next sports partner, Erin Andrews, Fox Sports NFL reporter, co-host of 99 To Beat, entrepreneur, and cervical cancer survivor. Andrews will serve as a national ambassador for Ethos in an upcoming campaign, details of which will be announced at a later date.

“I've spent my career around athletes who prepare obsessively for every possible outcome on the field,” said Erin Andrews. “But when it comes to protecting their families financially, so many people, athletes and fans alike, just haven't gotten around to it. I've been through enough in my own life to know that you can't wait for the perfect moment. I'm proud to be joining the Ethos family, and I can't wait to share more.”

The signing marks the latest chapter in Ethos' deepening relationship with the world of sports. Earlier this year, the company launched a campaign with baseball Hall of Famer David Ortiz, whose own near-death experience and profound personal losses gave powerful authenticity to the message that no family should be left without a plan. In late 2025, Ethos partnered with NFL legend and broadcaster Boomer Esiason, who has spoken openly about losing his mother at age seven—a tragedy made harder by the absence of life insurance. These three sports figures have stories that couldn't be more different. But a common thread runs through them: each has lived through enough to know that preparation and protection aren't abstract concepts — they define what happens to the people you love most.

Erin Andrews brings a different and complementary dimension to that story. Having navigated serious personal health challenges in the public eye, Andrews speaks to audiences that previous Ethos partners have not always reached, particularly women and younger families who are among the most underserved demographics when it comes to life insurance coverage.

“Erin Andrews is someone who commands trust and authentic connection across an enormous and diverse audience,” said Prassath Leelakrishnan, Chief Growth Officer at Ethos. “She speaks to fans, to families, to women who are thinking about their futures. And she brings genuine conviction to this partnership. Together with Boomer and David, she completes a remarkable group of sports voices who each carry a personal understanding of why this matters. We look forward to sharing more about what we're building together.”

The signing reflects Ethos' broader strategic vision: to build a roster of trusted sports voices who each speak authentically to a different corner of the American family. Ethos is working to ensure that no matter who you are or where you encounter the brand, you find a face and a story that feels like yours.

For more information about Ethos, visit www.ethos.com.