Aviva partners with Raptors and Maple Leafs for branded insurance packages
For the very first time, the idea of a Canadian sports team lending its name and brand directly to an insurance policy has become a reality. Yesterday, prominent insurer Aviva Canada announced that it would be partnering with Maple Leaf Sports and Entertainment's two most prominent franchises, the Toronto Raptors and Toronto Maple Leafs, to offer branded packages on home and auto insurance.
You may be wondering, "What exactly does a branded insurance package entail?" Well, it's a bit more beneficial than the branded deal that Raptors ticket holders get from Pizza Pizza that's good for a free slice (cheese or pepperoni only!) when the Raptors win and score over 100 points at home. According to the Toronto Star, buyers of the packages will receive perks such as ticket deals and exclusive meet-and-greets with players.
While the deal is the first of its kind in Canada, a similar one is offered in America between Plymouth Rock insurance and the NFL's New England Patriots. It's part of a greater trend of innovation in sports sponsorship that is increasingly seeing companies move beyond the basic arrangement of a traditional sponsor deal and engage the consumer in different ways.
Moreover, Aviva representatives believe that this arrangement will help them appeal to customers who view insurance as a "dry" type of purchase. By adding in those perks and the notion of proving team loyalty into the mix, Aviva allows customers to check off their insurance requirements while also enriching their sports fandom. And with on-brand touches like a Raptors-themed Property Insurance Quote that's split up into 1st, 2nd, 3rd, and 4th Quarters, even the process is a little more entertaining.