LV= sponsorship of the LV=Cup

Who: LV=

Objective: LV=’s sponsorship of the LV= Cup, the annual tournament of Premiership and Welsh Regions rugby clubs, stemmed from its four-year partnership with the Harlequins. LV=’s objective for participating in rugby aligned with the objective of the young players involved in the cup. LV= saw an opportunity to raise brand awareness through its partnerships and thus repositioned and rebranded the cup as an opportunity for young rugby players to enhance their prominence within their sport and their teams.

Strategy: The LV= Cup has become more than a branding exercise for LV=. The partnership inspired LV= employees to get involved in local squads and in their communities. Teams nearby LV= offices were sponsored, and employees have donated time and funds. Internally, LV= has engaged its employees through its sponsorship activities: employees were invited to the November tournament to act as reporters, and their articles posted to the LV= intranet.

Rationale: “The LV= Cup is our flagship sponsorship,” Claire Jeromson, head of sponsorship at LV= says. “As title sponsor, it is our biggest opportunity to tell the world who we are and what we stand for. Partnerships like this enhance everything that we do as a business, and they help to demonstrate warmth for the LV= brand in the public eye.”