Financial Services (Insurance) Sports Sponsorship Landscape - Analysing Biggest Brands and Spenders, Venue Rights, Deals, Latest Trends and Case Studies

Financial Services (Insurance) Sports Sponsorship Landscape - Analysing Biggest Brands and Spenders, Venue Rights, Deals, Latest Trends and Case Studies

Summary

An analysis of the global insurance industry and their involvements in sports sponsorship, with a closer look at some of the major deals and active brands.

GEICO has the highest active deal volume count at 35, while generating the second highest annual spend among insurance brands at $80.4 million. Allianz have the highest active sponsorship spend at $123.2 million, while also having the second highest deal count at 30. Another prominent brand included in this dataset is State Farm Insurance, with 24 active deals and the fourth highest annual spend at $44.5 million. The third highest spending insurance brand annually is AIA, recording a spend of $51.5 million despite only having four deals. This indicates a much higher spend per deal than most of the other insurance brands involved in this dataset.

In line with the deal volume, 28.8% of annual spending amongst insurance brands is concerning soccer deals, highlighting the sport’s enormous global popularity and appeal. Baseball features prominently amongst insurance brand deals, having both the second highest active deal volume and annual spend, at 60 deals and $159 million respectively. Ice hockey has 47 active deals with insurance brands, which is the third highest deal volume while recording an annual spend of $61.7 million, which is the fourth highest annual spend.

42.6% of the deals contained within this data set stem from insurance brands headquartered in the US alone, highlighting the country’s strength in this business sector. Comparatively, 36% of these deals come from European headquartered brands at an annual spend of $348..4 million, which only highlights the vastness of the sector in both the US and Europe comparatively. 20 of the deals in this dataset apply globally as opposed to certain regions, which includes two of the highest valued deals in this dataset. Global deals are naturally far greater in scope, with an additional spend being attached to deals that cover more markets.

As of 18th July 2023, there are a total of 606 active deals with insurance brands, globally, with much of this deal volume being driven by deals within soccer. Specifically driving this are an abundance of deals with teams, with the five highest deal values in this dataset all being part of soccer deals. Some of the bigger deals with soccer teams come with globally recognized teams including Bayern Munich, Borussia Dortmund, Juventus and Tottenham. The biggest of these deals is between Tottenham and AIA, in an agreement that has been in existence for over a decade. The deal between the two is a shirt sponsor agreement, with a reported annual value of $49.9 million.

A popular target for North American insurance brands is the MLB, which is understandable given that the demographic of baseball fans tends to skew towards older age groups who would likely be more interested in purchasing insurance than younger generations would. The biggest of these deals comes between the New York Yankees and Starr Insurance, where the insurance brand agreed to serve as the team’s jersey patch sponsor in a deal worth an estimated $30 million a year. While this fee is largely due to the enormous popularity of the Yankees, it does also show the power that an MBL team can wield in agreements such as this.

Who shoulg buy

Investors who are attempting to understand the current dynamics of insurance brands and their forays into sports sponsorship.

Sports industry professionals who want a detailed analysis on some of the insurance industry and their bigger deals within sports sponsorship.

Sports industry workers who want further information as to how the insurance sector's involvement in sponsorship has evolved and changed in recent years.

Scope

• This report provides an overview of the insurance sponsorship sector globally, with a focus on different regions.
• The report identifies the key insurance brands currently operating in the sector, including the most active brands and the ones with the highest spend.
• A look at which sports are the most frequently sponsored by insurance brands, and the benefits they have reaped from these deals.
• A detailed look at what kinds of partnerships are most prevalent when it comes to insurance brands.

Reasons to Buy

• For those wanting an in depth analysis of how the biggest partnerships active in the sector.
• Discusses why some brands are more active than others, and how this is affected by the sports that are most popular in their regions.
• GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.