Tuesday, 9 April 2013

Aon Inks New Deal with Manchester United for Practice Sponsorship

by Mark J. Miller

Professional sports teams have such cachet with a certain block of the public that pretty much anything they do can find sponsorship. Aon and Manchester United just signed a sponsorship deal that has the British multinational risk-management, insurance and consulting company putting its name on the team’s training facilities for the next eight years.
Along with that, Aon’s name will also grace the training shirts of the ManU players and be attached to any of the team’s pre-season tours during the next eight seasons, such as “Tour 2013presented by Aon in Asia Pacific.” If that weren’t enough, Manchester United’s business network will also use Aon for its “talent development, health, risk management, retirement and data & analytics.”
While financial details were not disclosed, Nigel Currie, managing director of UK-based marketing adviser BrandRapport told Bloomberg that the deal may be worth as much 125 million pounds ($1.91 million). “It is realistic because it’s Manchester United,” said Currie, who previously worked on a shirt deal between the team and Vodafone, Bloomberg reports. “Nobody else can do what they can do.”
Aon’s name is currently on ManU’s game jerseys as well—thanks to a 2009 deal that saw the brand replace America's troubled AIG insurer—and will be till the end of next season, thanks to a four-year, $122.7 million deal.
They will be replaced by Chevrolet when the 2014-15 season kicks off and remain on the shirtfront for seven seasons. That pricey $559 million deal, brokered by former GM chief marketing officer Joel Ewanick, led to his ouster but hasn't stopped the automaker from taking advantage of its Man U tie-in.

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