Allianz focuses on sports sponsorship

The Allianz Group is further expanding its presence on international sponsorship platforms. In addition to Formula 1, the insurance group is now also involved in the America's Cup and the Ryder Cup in Ireland. Allianz has also secured the rights to the "Allianz Stadium" in Munich for 15 years.Allianz is investing a total of 50 million euros in sponsorship activities - this corresponds to a quarter of the insurance group's marketing budget. "In the financial services sector, it is very difficult to differentiate yourself through products alone. Sport creates an ideal platform here: by bringing in the emotional level," says Steven Althaus, Global Head of Marketing Communications at Allianz, to the press portal.
However, two studies from Germany and Switzerland on football World Cup sponsorship show that sponsorship activities in the context of mega sporting events do not always pay off, as reported by Werbewoche.