Who: QBE, a specialist business insurer

What: Sponsorship of rugby’s Guinness Premiership. The deal includes designation as official partner; player, ticket and hospitality access; and shirt branding across all teams

When: The three-year deal began in October 2009

Why: “We were looking for a property which could raise awareness, demonstrate our products and services, engage our people, and ultimately drive profitable growth,” says Helena Christopher, head of corporate communications, QBE European Operations. “In the first month, we have already hit a 2:1 return on investment.” 

Success will be measured by evaluating PR coverage, media exposure, internal staff engagement and impact on the bottom line. “Presence within rugby union also provides inroads into grassroots schemes which are a great fit for supporting QBE’s CSR objectives,” adds Christopher.