General Insurance

Australian A-League football club Brisbane Roar has upgraded its commercial deal with Steadfast to make the insurance brokerage network its principal partner.

New Zealand rural insurer FMG has reached an agreement to become the naming rights sponsor of Hamilton’s Waikato Stadium.

The Italian Football Federation (FIGC) has agreed a two-year deal with insurance firm Eurovita under which a sponsor’s brand will appear on the shirts of the country’s referees for the first time.

French Ligue 1 football team Olympique de Marseille has extended its shirt sponsorship deal with financial services and insurance group Mutuelles du Soleil.

US insurance provider Allstate has expanded its commercial agreement with the ongoing 2015 Gold Cup, the biennial national team showpiece of the Confederation of North, Central America and Caribbean Association Football.

Financial services company WWK Versicherungsgruppe has expanded its sponsorship of FC Augsburg to take on the German Bundesliga football club’s stadium naming rights.

Insurance provider JLT has expanded its partnership with North Queensland Cowboys to become the front-of-shorts sponsor for the Australian National Rugby League team.

French insurance company Groupama has struck a deal to become the title sponsor of Team France for the 35th edition of the America’s Cup sailing event.

The Canadian division of insurance giant Aviva has agreed a multi-year partnership with Tennis Canada.

American Family Insurance has signed a three-year agreement to be the title sponsor of a new Champions Tour golf event to be held in the US state of Wisconsin from 2016.

The Hartford, a leading American insurance company, has become a sponsor of North America’s Major League Baseball (MLB).

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.

India’s Ministry of Youth Affairs and Sports (MYAS) has signed a partnership with Oriental Insurance to boost the Indian team’s preparations for the Rio 2016 Olympic Games.

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.