Menu
Facilities

Insurers Appeal To Consumers Through Stadium Sponsorships

Bundesliga side Bayern Munich plays its home games at Allianz Arena.GETTY IMAGES

Insurer Allianz is "one of the biggest names around" when it comes to stadium sponsorship, with branding at the Allianz Arena in Munich, Allianz Riviera in France and venues in Vienna as well as São Paulo, according to Oliver Ralph of the FINANCIAL TIMES. But it is not the only insurance company with a financial interest in sport. MetLife, Aviva and Generali are "among those to have named stadiums," while the U.K.'s Prudential sponsors a bike race, Zurich sponsors marathons, AIA has its name on Tottenham's shirts and AIG "teamed up" with the All Blacks. The latest is insurance broker Arthur J. Gallagher, which from next season will be the sponsor of Premiership Rugby, taking over from U.K. insurer Aviva. Octagon Exec VP Sebastian Smith said, "The insurance category is one of the busiest and most competitive in sports marketing. These are brands that struggle to create love and engagement. Sponsorship gives them the opportunity to do that." According to ESP, U.S. insurance brands such as Geico, Allstate and State Farm "devote more than half of their annual sponsorship budgets to sports." For many of the insurers, sports sponsorship is a "straightforward marketing opportunity, the chance to sell their products and brands in a way that is different to traditional advertising." Sponsorship agency Redmandarin CEO Shaun Whatling said, "The whole market for insurance has become more commoditized -- there are so many brands offering it." Allianz's stadium strategy is to link the brand with "something that customers like doing." Allianz Head of Global Brand Communication Christian Deuringer said, "Very few people wake up on a Saturday and think, 'It's a good day to go insurance shopping.' From a media perspective, the amazing power of naming rights is that they produce a constant stream of media. There is a game every other week of the season" (FT, 5/11).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2018/05/14/Facilities/Insurers-Stadium-Sponsorship.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2018/05/14/Facilities/Insurers-Stadium-Sponsorship.aspx

CLOSE