Financial Services - Insurance

Features

US-based life insurance brand Liberty Mutual has renewed its partnership with the United States Olympic Committee for the 2017 to 2020 Olympic cycle, despite disappointing sales results from its last campaign.

The International Basketball Federation (Fiba) expects to at least double its sponsorship revenues in the first cycle of its recently-revamped sponsorship structure for national team matches, and to enjoy substantial cycle on-cycle growth, through to 2031.

German brand Allianz’s strategy for signing long-term, high-visibility deals, often for stadium naming rights, makes it the highest spender of the major insurance brands involved in sports sponsorship.

Netherlands-based insurance company NN Group has added a second-tier National Sponsor deal with the 2016 European Athletics Championships in Amsterdam to its growing, running-focused portfolio, while the Championships’ organisers admit national sales have proved “challenging”.

Germany's football association (DFB) last month hit its 30-per-cent-increase goal on two deals for the DFB-Pokal, the premier domestic cup competition.

Major League Baseball’s restructuring of its commercial offering was key to securing its first insurance partner since 2012, experts said.

Car insurance brand Esurance is focused on increasing brand awareness through its exclusive auto partner deal with Major League Baseball.

The marketing team behind insurance company Aviva will continue to “test the waters” as title sponsor of cycling’s Tour of Britain and Women’s Tour. The brand assumed the rights from its subsidiary financial services company Friends Life, which served as title sponsor to both in 2014.

German insurance company ERGO is looking to intensify its efforts around national sports association sponsorships, Andrea Hoelken, head of strategic marketing at ERGO, told Sports Sponsorship Insider.

Germany-based insurance company R+V Versicherung has taken the place of long-term insurance partner ERGO as a second-tier Premium Partner of Bundesliga club Schalke 04, paying an increase on the fee paid by its predecessor.

US insurance company Allstate is using college football as the main platform to communicate its key messages.

Spain-based insurance brand Mapfre this month signed a deal to become the stadium naming rights partner for Major League Soccer’s Columbus Crew.

Global insurance and investment management company NN Group aims to sponsor major international running events or create brand-owned running events in seven key markets over the next two years.

Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.

Australian private health insurer Nib Health Funds is using brand recognition from sports sponsorship to grow its customer base.