AIG Ireland has a proven track record of backing both men’s and women’s sports equally through its sponsorship portfolio in Ireland.
AIG was a headline sponsor of the award-winning and ground-breaking 20×20 campaign which aimed to increase participation in, attendance at and media coverage of female sport by 20% by the close of 2020. The sponsorship of the 20×20 campaign aligned with AIG’s sponsorship strategy, standards and D&I policy and its ethos continued to be weaved through all sponsorship activity though 2021.
Overall campaign results (as of September 2021):
- 20×20 Campaign results achieved with over 20% increases across participation, attendance and media coverage
- AIG brand tracking scored AIG 14% higher than 2019 on CSR/Community support (target 5%)
- Business mix improved from 60/40 to 52/48 male/female
- Scored 18% higher than 2019 on female sport support (target 5%)
- Grew quotes and sales by 12% (target 5%)
- Business, sponsorship and brand objectives were measured using various measurement tools and techniques to help assess campaign performance and effectiveness
As part of its 20×20 activation AIG ran the Show Your Skills competition for females of any age and level.
The response, engagement, quality and volume of UGC entered and posted across our channels, and the fun and spirit of entries blew us away and smashed the objectives of the campaign.
Show Your Skills results:
- Over 3,000 entries across the campaign (Target 600)
- 19m impressions (target 5m)
- 13m reach (target 3m)
- 4.4m video views (target 1m)
- 1.9m engagements (target 500k)
