Sponsorship offers: AIG moves for ‘ideal brands’
Earlier this month, AIG helped carry the Irish sport hurling to the United States, to play at Fenway Park in Boston for the second time in three years.
For two of the previous three years, the insurer has additionally helped carry overseas worldwide rugby – by its notable sponsorship of the New Zealand All Blacks workforce – to the US, enjoying video games at Soldier Field in Chicago.
These are usually not the standard All-American sports activities. Daniel Glantz, AIG international head of sponsorship, spoke with Insurance Business in regards to the worth of sports activities sponsorship, and why hurling and rugby turned essential advertising partnerships for the worldwide insurer.
The AIG Fenway Hurling Classic, on November 19, featured two matches on the day, between Dublin and Galway, and Tipperary and Clare.
“About the hurling, what’s important to know is that we sponsor the Dublin GAA [Gaelic Athletic Association],” mentioned Glantz. “I think half of the population – the insurance decision makers – reside in Dublin county. In 2013, around the tail-end, we launched our consumer business in Ireland and it’s been remarkable how we aligned with the Dublin GAA to help launch the business and brand. It’s been one of the highlights for me, in terms of what sponsorship can do to support business growth.”
The hurling contest was one other method for AIG to assist their sports activities partnership with Dublin, but in addition, as Glantz mentioned, “to also grow our presence and visibility.”
Almost 30,000 individuals attended in Boston, and TG4, a Gaelic-language sports activities tv community, performed the occasion stay in Ireland, attracting greater than 300,000 viewers – making it “the most watched show of the week,” Glantz mentioned
“That media value alone justifies that partnership, given our consumer business,” he famous.
When it involves rugby, although, that’s a barely completely different story. Through partnerships with grassroots children’ rugby in Japan and the US, AIG retains native, neighborhood interplay. But it’s its blockbuster sponsorship cope with the All Blacks that actually stands out.
“When we looked at sponsorships in 2011, 2012, we identified New Zealand rugby as one of those unique organizations that stood above the rest, in terms of not only brand perception, but power brands in sports, and the global nature of the team,” Glantz defined. “We have now identified this as one of the largest global partnerships in all of sport.”
International rugby, in contrast to different sports activities, takes nationwide groups across the globe enjoying the entire finest groups yearly – not simply throughout World Cup years. And, along with the All Blacks, AIG additionally sponsors the Junior All Blacks, the NZ girls’s workforce the Black Ferns, and the New Zealand Maori workforce.
“This year alone we’re with New Zealand rugby … in 18 countries,” Glantz mentioned. “That’s pretty unheralded in sport, in terms of that reach and scale. We couldn’t have asked for a better team to be associated with.”