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The global insurance sector is a high-stakes arena, where companies spend billions annually to build trust and market share. Unlike selling a tangible product, insurers sell an intangible promise of security. This makes their brand, reputation, and core values not just marketing tools, but the very foundation of their business success.
That's why the world’s leading insurers and brokers are moving beyond traditional advertising. They're making strategic, purpose-driven partnerships and digital initiatives that tackle the complex, interconnected risks of modern society.
Insurers and Sport: A Strategic Partnership
The world of sports has become a key battleground for insurance companies looking to build brand recognition and trust. These sponsorships are not just about putting a logo on a shirt; they are a strategic way to connect with millions of fans and communicate core brand values.
- Allianz continues its long-standing commitment to global sport, extending its Olympic and Paralympic partnership to 2032 and forging a new deal with footballer Harry Kane.
- Aon, a specialist risk advisor, maintains its strong relationship with Manchester United, focusing on the club's business network and charity arm, the Manchester United Foundation.
- Generali and Nationale-Nederlanden have a major presence in European running, sponsoring major marathons across the continent.
- AXA has made a significant commitment to women's football, becoming an Official Partner of the UEFA Women's EURO 2025 and the official training partner of Liverpool FC's women's team.
- Aviva remains a key backer of Irish rugby and football, with its long-term naming rights for the Aviva Stadium.
The New Drivers of Partnership: ESG and Digital Transformation
Our research confirms that two key strategic imperatives are shaping the insurance industry's marketing and sponsorship decisions: Environmental, Social, and Governance (ESG) and Digital Transformation. Leading insurers are actively looking for partners who can help them:
- Communicate their ESG credentials effectively, from mitigating climate risk to launching community-focused initiatives.
- Demonstrate a commitment to innovation through partnerships in technology, data analytics, and AI.
- Align with their long-term purpose, building genuine trust with a new generation of policyholders.
For you, this means a sponsorship proposal isn’t just a pitch - it’s a solution to a key business challenge. By helping an insurer achieve their ESG or digital goals, you can secure a long-term, high-value partnership.
Targeting The Top 100 Global Insurers
Our latest Honch List profiles every marketing and sponsorship decision-maker across the top 100 global insurance companies, detailing their marketing strategies. With Honch, you can:
- Track existing partnerships to inform your approach. See who they're already working with and where the opportunities lie.
- Monitor key hires and promotions to engage the right person at the right time.
- Target companies based on their strategic priorities, from ESG initiatives to new digital campaigns.
- Gain a comprehensive view of their marketing activity over the last six months, including the channels and audiences they're prioritising.
The Honch Advantage
The sponsorship market is competitive and crowded. The difference between a successful approach and one that goes nowhere often comes down to insight and timing. Honch gives you:
- Full visibility into the marketing and sponsorship strategies of the top 200,000 global companies.
- Insight into newly appointed global CMOs and their strategic priorities.
- Executive-level contact data, including all recent hires and promotions.
- Strategic targeting based on spend, ESG priorities, and current campaigns.
