International insurance company AIG's sponsorship of the New Zealand All Blacks, rugby union's most successful national team, provided a global platform to build the brand values that the company stood for, launch a new visual brand identity and use ticket and hospitality assets to engage employees, customers and drive new business.
Some sports properties will travel miles away from home in order to benefit from non-sports revenues, as recently seen with Wasps, the Aviva Premiership Rugby Union club, which last year made the move to the Ricoh Arena in Coventry, England, 90 miles from its previous base.
