Zurich Versicherung, a global player among financial and insurance service providers, has a long tradition of sports sponsoring. For many years, the company has acted as the official insurer of the German Olympic team or as name sponsor of the 24-hour race. As part of the realignment of its sponsoring strategy, Zurich Versicherung entered into a long-term partnership with FOKUS CLAN at the beginning of 2020 and has carried its commitment into the digital world. This realignment proves that the insurer has recognized the potential of esport and the importance of digitalization.
Our collaboration with Zurich began with a detailed strategy process and screening of the esports market and now extends to the implementation of creative activation measures. The insurer is less well known among the young target group than, for example, the other partners of FOKUS CLAN such as Audi or Funny Frisch, and is also faced with the challenge of being perceived more as an “insurer for higher earners”. Some insights on how we approached the implementation of an authentic positioning: