General Insurance

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Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.

As Japan prepared for an influx of international fans coming to watch the 2019 Rugby World Cup, AIG Japan leveraged the company’s sponsorship of New Zealand’s All Blacks toward a road safety campaign.

In 2019, the FAI and Aviva rejuvenated the ‘Aviva Soccer Sisters’ grassroots girls football programme and promoted it through a campaign that drove a 107% increase in participation.

Reale Seguros celebrated the 2018 renewal of its Real Sociedad partnership with a season-long hot dog giveaway featuring the world’s first club-branded ketchup.

Running from March to September 2019, insurer QBE leveraged its long-running partnership with AFL side Sydney Swans to promote its ongoing road safety campaign.

La Liga’s Real Sociedad will open its newly renovated, 40,000-capacity stadium – under the new Reale Arena moniker – on Saturday, while the club is close to striking a new shirt sponsorship deal. T

Russia’s Kontinental Hockey League has extended sponsorship deals with Hankook, MegaFon, Mastercard and SOGAZ for its 2019-20 season, along with detailing what it claims to be a data project that is t…

The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) has signed up the Japan Post Holdings conglomerate as the latest partner of the Torch Relay for next year’s edition of t…

A dispute between the Premier Soccer League and South African Football Association over the latter’s signing of a sponsorship deal with insurance company OUTsurance will head to arbitration.

Features

Running throughout the 2019 AFL season, Clangers Happen was a comic campaign pushing the idea that insurance brand AAMI is there to help when things go wrong.

A tongue-in-cheek activation from FC Köln’s official insurance partner, the selfie scarf allowed fans to support the promotion-chasing team in person and online simultaneously.

In 2018, Vitality activated its T20 partnership with the England & Wales Cricket Board via a programme that ran throughout the summer.

AIA leveraged its partnership with Tottenham Hotspur to create video content pushing its umbrella corporate commitment to helping people live ‘Healthier, Longer, Better Lives’ across Asia-Pacific.

AIG’s ‘Effort is Effort’ campaign around New Zealand Rugby’s women’s team helped elevate the diversity agenda internally, created a platform to recognise female leadership and brought AIG’s New Zealand Rugby partnership to a new audience.

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The Spanish arm of Swiss insurance firm Zurich will pay a six-figure fee for its digital-only partnership with NBA Spain, SportBusiness Sponsorship has learned

Premier League club Liverpool is turning success on the pitch into steady sponsorship sales growth, as new partners continue to invest in the club’s second-tier assets.

Global insurance group Allianz aims to claw money back from its Worldwide Olympic Partner rights fee by selling insurance services to the Olympic movement and the wider sports ecosystem and financing related…

The International Olympic Committee has extended its Worldwide Olympic Partner (TOP) deal with payment service company Visa and struck a new TOP deal with insurance brand Allianz at price points that exceed…

Asian insurance brand AIA Group is paying English Premier League club Tottenham Hotspur a significant increase under the five-year extension of its main shirt deal from 2017-18 to 2021-22, Sports Sponsorship Insider has learned

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.

Insurance company Aviva has taken up its option to extend its deal with the Football Association of Ireland and the Irish Rugby Football Union for the naming rights to the Aviva Stadium in Dublin for a further five years.

Research by Sports Sponsorship Insider into the financial services sector has generated rights values to 148 out of 430 recorded financial services sector sponsorship deals, worth €871.8m ($1,033m) per year, at an average deal value of €5.7m per year.

Sports Sponsorship Insider has published the third ‘Activation Tracker’ sector report into activation trends in sports sponsorship – this month exploring the financial services sector, from banks and ins…

Will the media coverage given to major women's sports events in football, rugby and cricket during the summer inspire greater sponsorship investment in women’s sport in the UK? 

The busy summer of sport for women's national teams in football, cricket and rugby union represents, for some, a watershed moment in the development of women's sport, not least because of the growing…

US insurance brand Liberty Mutual Insurance Group is a top-tier sponsor of the United States Olympic Committee (USOC) and a partner of several national governing bodies in the US.

Allianz has add the Formula E Championship to its new portfolio of digital sports sponsorships, which includes Drone Racing League and Roborace, the world’s first driverless electric race series.