Aviva Ireland’s sponsorship portfolio goes way beyond Aviva Stadium, the home of Irish rugby and soccer. We partner with organisations who share our values on diversity and inclusion, community and climate action including FoodCloud, IRFU, FAI and Belong To, to name a few.
Early research identified that there was a business need to directly connect with the target audience outside of product marketing. Due to sponsorship, Aviva has 98% prompted brand awareness among consumers, however, the challenge Aviva faces is this awareness is ‘empty’. While brand awareness is important, we need to leverage this awareness for commercial purposes.
Post Covid, we noticed a business challenge in proving the ROI for the sponsorship portfolio and our activation over the last 12-18 months has really helped us cut through in the market and ensure our target audience is benefiting from the experience offered by Aviva Ireland’s sponsorships.
Through strategic activation this year we have grown awareness of Aviva’s sponsorship activation from 51% to a staggering 59%, but we need to prove this ROI in sales. Only 14% of consumers (unaware of Aviva’s sponsorship) would choose Aviva for their insurance needs. However, when a consumer is aware of our sponsorships, this increases to 46%, proving the ROI for our sponsorship activation. This year, Aviva Ireland’s partnerships have surged to new heights exemplifying a remarkable journey of growth and resilience for the business.
