Aon signed an eight-year, $240 million sponsorship from Manchester United in April 2013. The deal extended the relationship Aon began in 2009 when it invested $130 million over four years to show its brand on Manchester United shirts.
But Aon’s sponsorship of the famous British football club is unlike any you’ve ever experienced. As part of the deal, aon is providing solutions to manchester united in more than 20 areas and played. A key role in its initial public offering, advising on the best strategies and options for accessing capital. Aon benfield helped raise $233 million for manchester united’s ipo and was. Co-manager in syndicating the equity needed to complete the deal.
The relationship is not just a sponsorship with a logo. On the contrary, Aon can now zoom in on the intricate work he has done for Manchester United and, in doing so, provide a remarkable and memorable way to explain what Aon does.
Not your daily game
While striving for brand recognition, Aon realized it needed a great partner to help with global recognition. “We have 78,000 employees worldwide, but it’s hard to find more than 3,000 people in one place,” says Phil Clement, chief marketing officer at Aon. “We needed something that we could rally around internally and also engage customers in the conversations we needed to have. But first they needed to know who we were.
Clement earned the endorsement of his leadership team by showing how sponsorship supported company goals. “When you come up with an idea that focuses on the things the C suite wants to accomplish, it’s easier. We had strategic consistency between sponsorship of Manchester United and what we wanted to achieve for the company,” he says. The three things he hoped to accomplish included:
Brand Awareness – Sponsorship of Manchester United gave Aon a burst of brand awareness. This was especially true in key developing markets for the Pakistan Phone Number company, such as Korea and Brazil. Once the market knew Aon existed, it was also easier to answer the question: what exactly does Aon do?
- Direct Customer Engagement – Aon’s six business areas – capital, data and analytics, health, retirement, risk and talent – relate directly to the Manchester United team. It was easy to tell Aon’s story using Manchester United as an example. “As a business, we know that access to capital is an important part of performance. A big part of Manchester United’s strategy is how access to capital plays out on the pitch. For Aon to be able to tell that story through football is much more interesting,” Clement says.
As important as this high profile partnership was for Aon,
It proved equally important for Manchester United in their efforts to raise capital and use it effectively to improve their performance. Manchester United’s appeal to business partners stems from its unparalleled ability to reach global audiences that surpass other international sports clubs and brands. Its supporter base, as well as its rich history and tradition, makes it a unique organization that is very attractive to sponsors. In turn, Manchester United was able to help Aon connect and engage with his supporters.
Partnerships like the one with Aon clearly demonstrate how Manchester United provide a powerful global platform that allows our partners to amplify their brand and grow their business,” said Richard Arnold, Group Chief Executive, Manchester United. “Strong risk management advice and human capital solutions provided by Aon enable us to invest. As a result, our business segment has grown very rapidly, is very profitable. And the revenue stream is highly predictable due to the long-term nature of our contracts.