Aons tanker bak sponsoravtalen
Neste sesong tar Aon over som draktssponsor for Manchester United. Aons CEO Phil Clement mener sponsoravtalen er langt mer enn merkevarebygging, og er noe av grunnen til den verdien varemerket Manchester United har fått i et global perspektiv. Clement mener Manchester United kommuniserer teamwork og en forpliktelse for perfeksjonisme og fremragende dyktighet. I tillegg til merkevarebyggingen sponsoravtalen gir, skal det altså også kommunisere det globale forsikringsselskapets verdier til det ansatte – både i Kina, Alaska og Indiana.
- For the Manchester United deal, the brand piece is additive; it’s outside the business case. It’s a fantastic spinoff benefit. Right now we’re doing sponsorships all over the world, but they’re not working in a coordinated way. There’s not a common set of messages in those sponsorships. But if we can focus all of that sponsorship effort on a single sponsorship that people are familiar with globally—as they would be with football, or soccer as we say over here—we can get a higher yield out of how we talk about the sponsorship across the country, and that’s an important part of the value of the partnership. It brings our firm together, sa Clement til BtoBOnline.com.
- We spend a good amount of money every year just communicating with our 36,000 walking billboards. If I’m trying to let them know about what’s going on in China, Alaska and Indiana, that’s a lot for people to digest. If you can find one common sponsorship that communicates teamwork and commitment to excellence, like those values that Manchester United has, and you can get across that those are also the values you have in your firm, then you get more value out of that spending.
I tillegg kommer oppmerksomheten Aon kommer til å få knyttet til å pryde Manchester Uniteds drakter i flere sesonger – det er en verdi som kommer til å gi verdi i en årrekke, ikke bare de årene Aon står foran på United-draktene.
- One thing that came to mind, from the presence of our brand on the Manchester United shirt, is this: Think of how many young people in China and elsewhere are going to be exposed to that jersey. That is something that is going to pay off for 50 years. It’s going to be locked into their minds and will be paying dividends whether the sponsorship is still going or not.
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Hva er egentlig «Aon»? (hva driver de med??)
Fra Wikipedia
Aon Corp. is a global provider of insurance brokerage services, insurance products,and risk and insurance advice, web based risk management information systems, as well as other consulting services, conducting business in more than 120 countries and sovereignties. The company operates in three major segments: commercial brokerage, consulting services, and consumer insurance underwriting. The company’s brokerage unit, Aon Risk Services, provides retail property/casualty, liability, and other insurance products for groups and businesses, as well as risk management services. Aon Re Global handles reinsurance brokerage services for aviation, marine, energy, professional liability, and other niche and specialty business lines. Its consulting unit, Aon Consulting Worldwide, specializes in employee benefits administration. The risk and insurance brokerage segment accounted for 82% of total revenue from continuing operations in 2007, and the consulting segment 18%.
The company employs approximately 36,000 workers in its 500 offices in more than 120 countries. Aon is the world’s second largest insurance brokerage, and largest reinsurance brokerage.[6] It is also the top captive insurance company manager, and the third largest employee benefits consultant.