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Marketing and Sponsorship

Allianz To Sponsor Drone Racing League In Deal Worth Reported $10M

German insurance group Allianz signed an eight-figure sponsorship deal with the Drone Racing League in a "major coup for the fledgling digital sport," according to Callum Jones of the LONDON TIMES. Allianz announced a two-year contract on Tuesday, "with plans to extend the partnership over five years." It declined to reveal the cost of the deal but sources said that it was more than $10M. Allianz Head of Group Market Management & Distribution Jean-Marc Pailhol recalled how a decision last year to reshape its sponsorship strategy triggered a "huge review" of its entire slate, which currently includes Saracens rugby club, Formula 1, Bayern Munich and stadia across Europe. The DRL -- an American start-up that has attracted investment from Sky and NFL Miami Dolphins Owner Stephen Ross -- was set up by Nick Horbaczewski in '15 and last year announced TV deals with Sky Sports and ESPN. Horbaczewski described the deal as a "huge milestone" for the league. He said, "Allianz brings an incredible brand and brand credibility to the sport, so I think it is a major legitimizing moment" (LONDON TIMES, 2/8). AD AGE's Adrianne Pasquarelli reported after five races last year, the DRL will add a sixth in '17. The broadcasts will begin in June in over 75 countries as the company works with ESPN, the U.K.'s Sky Sports and Germany's Prosieben to air episodes globally. As esports grow in popularity, marketers "have been clamoring to get in on the action." Last year, Arby's, Buffalo Wild Wings and Snickers signed on as sponsors of eleague Counter-Strike: Global Offensive, which airs on Turner Broadcasting (AD AGE, 2/8).

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