Insurance group Allianz has raised its profile in Paralympic sport by signing as title sponsor of the London 2019 World Para Swimming Championships.
The competition will take place from 9 to 15 September at the London Aquatics Centre, located in the Queen Elizabeth Olympic Park, the venue of the London 2012 Olympic Games.
Jon Dye, chief executive of Allianz Insurance, said: “As a business we’re committed to promoting inclusion, diversity and excellence; a vision which is shared with the Paralympic Movement.”
The deal follows Allianz’s title sponsorship of the Dublin 2018 Allianz European Championships last year – and consolidates the insurers place at the top of Paralympic sport.
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Allianz is a long-term supporter of the of the International Paralympic Committee (IPC), becoming the federation’s first International Partner in 2011.
Last year, Allianz signed as a Worldwide Olympic Partner, from 2021 to 2028, in a deal that also covers the IPC and the Paralympic Games.
The deal followed an agreement between the International Olympic Committee (IOC) and the IPC, which will see the marketing functions of both organisations integrated within the IOC.
Jean-Marc Pailhol, head of global market management and distribution at Allianz, told SportBusiness Sponsorship last October that Allianz’s long-term relationship with the International Paralympic Committee had been an important step towards the IOC partnership.
“It’s important now to see this as a global partnership with the Olympic movement – embedding the Olympics and the Paralympics,” he said.
Pailhol said that the “most evident” impact of the Olympic partnership will be on the brand’s awareness and image.
“When you are the Olympic Insurance Partner you are seen as a large company sitting at the same table with the other TOP partners,” he said. “This means that Allianz will be seen with the likes of Intel, Alibaba, General Electric, Coca-Cola and so, so you immediately enter this very small club of big, global brands”.
Allianz will remain as an IPC International Partner until the end of 2020.