Germany’s Allianz announced that it has added two new stadiums to the Allianz Family of Stadiums. Allianz France signed a long-term naming rights contract for the new “Allianz Riviera” in Nice, and Allianz in the UK signed a partnership agreement with Saracens Rugby Club including rights to name their entirely refurbished stadium in London “Allianz Park.”
“With the flagship and world-famous Allianz Arena in Allianz’s home town of Munich, the addition of two new partnerships brings the Allianz Family of Stadiums to four members,” said the bulletin. Allianz also sponsors one of the main sports venues in Sydney, Australia, which was named Allianz Stadium earlier this year.
Christian Deuringer, Global Head of Brand Management at Allianz SE, explained why the group has taken this path: “Sport is an international language that brings together people from all walks of life, creating local and global communities based around shared passions and interests. Communities play an integral role in our business of helping people to progress in life. This is why Allianz is heavily involved in sport sponsorship around the world. We are involved in a number of sport sponsorships, all of which have their own purpose and place in our brand portfolio.”
He also noted that Allianz’ “partnership with Formula One for example relates to our world leadership as a car insurer: Formula One is an excellent global platform to reach millions of fans with our road safety messages. The partnership with the Paralympic Movement on the other hand has a lot to do with motivation: we support the athletes on their way to reach their best achievements and we bring them into our company to inspire and motivate our employees and partners.”
Deuringer also explained that the driving force behind the stadium’s initiative was to increase brand recognition. As Allianz, is a “non-tangible brand,” naming a stadium means it achieves recognition as the “home of the brand,” and the place is then a source “of corporate pride for our employees and partners.”
Source: Allianz SE
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