• Allianz spends nearly double in sports sponsorship of its nearest competitor, Geico, with a $54 million spend this year
• Allianz hold highest deal volume, with 44 partnerships this year
• Allianz’s focus on multiple venue title sponsorships in international markets, reflects industry trend, where 27% of expenditure is on venue partnerships

Allianz reigns supreme when it comes to sport sponsorship, investing $103 million in 2021 — nearly double the amount spent by its nearest rival Geico, with a $54 million spend, according to GlobalData. The leading data and analytics company notes that Allianz accounts for 11.5% of this year’s total industry spend, which the German company largely invested in venue partnerships.

Patrick Kinch, Sport Analyst at GlobalData, comments: “The scale of Allianz’s sports marketing investments has made it a familiar name to sports fans, especially in Germany, Italy and Austria where it holds several soccer venue partnerships. GlobalData’s sponsorship data highlights just how Allianz has positioned itself as a key stakeholder within the sports industry, comfortably outspending its competing insurers in the 2021 sport market. For example, Allianz spent $103 million on 44 deals in 2021, compared to the $54 million spent on 27 deals by competitor Geico.”

Allianz’s sports marketing strategy is focused on venue partnerships where the majority of its investment is made, with the company securing deals with Bayern Munich, Juventus, SK Rapid Wien and OGC Nice giving Allianz association with some of the biggest properties in world sport.

Kinch continues: “With 27% of total sports sponsorship spend being made in venue partnerships, with an average deal value of $3.16 million in 2021, Allianz’s commitment in this area is well placed. The insurance sector as a whole account for 15% of the total value of active venue naming rights deals, surpassed only by the banking sector.
With high premiums and good liquidity the cash rich insurance sector remains closely linked to some of the most coveted sponsorship rights in the world of sport.”