SBD/June 13, 2013/Marketing and Sponsorship

UFC's Ronda Rousey Uses Fighting Skills In New Ad Campaign For Insureon

Online insurance company Insureon on Tuesday announced a new marketing campaign featuring UFC fighter Ronda Rousey, including a series of videos and an interactive website. Rousey as the "Insureon Protector" uses the arm bar, her signature move, to defeat people attacking small-business owners, the company's core clientele (Insureon). Insureon CEO Ted Devine said, "We wanted to do something different to highlight that small-business owners have someone in their corner 24-7. ... We will use YouTube and digital media to send the message that the real heroes of the U.S. economy have Insureon and the Insureon Protector to help them and protect their businesses" (, 6/11). In N.Y., Marc Raimondi noted Rousey also is "featured on the front page of Insureon's web site." She has "quickly become one of the UFC's biggest stars due to her skills, looks and charisma." Rousey in the two-minute Insureon ad "beats up multiple men who are trying to bully a female entrepreneur" (, 6/12).
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