AIG has been the major sponsor and official insurance partner of New Zealand Rugby encompassing both male and female codes since 2012. It is a global sponsorship which has been strongly activated in the Irish market since its inception. When the All Blacks came to Ireland, AIG carefully planned and skilfully executed a PR strategy centred on five sponsor owned events over the course of five days, ensured that AIG were able to garner widespread media coverage of the All Blacks’ visit, while also reaching specific key target audiences with their activity.