Ampere’s Sponsorship Consumer data indicates that as of Q4 2024, across the big five European markets, more than a quarter of Internet users say that they are planning to take out new insurance policies over the next 12 months, a proportion which has increased by 9% since Q3 2024. With growing consumer demand for insurance products, sponsorship provides an opportunity to hit audiences at multiple parts of the marketing funnel to ensure that when a decision is being made, brands are front of mind.

On average, 45% of Internet users in the big five EU markets enjoy watching sport on TV or online, thereby creating a significant opportunity to increase awareness and engagement with audiences. When looking at the sporting interests of those planning to purchase insurance, football resonates the most. With two in three of these prospective buyers interested in it, football is ideal for increasing brand awareness. However, it is a crowded market. Ampere’s sponsorship deal database tracks 130 deals signed by insurance companies in the big five EU markets, of which 76% are within football. 

Other sports may not only be cheaper (depending on the asset being sponsored) but also provide support to other areas of the insurance business. Tennis is a good example: While consumers who are looking to buy insurance over-index in their enjoyment of it, tennis also has the ability to provide exclusive and hard-to-attain hospitality experiences, particularly at the Grand Slams, which the B2B business in particular can take advantage of.   

There are also opportunities away from sport for the insurance industry. Those consumers considering insurance enjoy arts and culture activities as much as watching live sport. Indeed, 80% of this cohort have been to a museum, ballet, theatre etc. in the past six months, with historical buildings/sites, museums and music concerts proving the most popular. Whereas sport provides breadth, these arts and culture venues provide a more targeted approach as the sponsorships are linked to a specific location or set of locations. 

For brands looking to target mass consumers via sponsorship,   sport is still the best bet as the reach is significantly higher than anything arts and culture can provide. But brands will likely have to pay more in order to stand out from the crowd.