It’s been a busy month for LV=’s marketing team. Just two weeks after the insurance group was unveiled as title sponsor of rugby union’s Anglo-Welsh Cup, it has unveiled a second deal which sees its road recovery brand Britannia Rescue partnering the British Bobsleigh Association (BBA).
Commenting on the deal, LV= group marketing director David Radford said: “This sponsorship will help us increase awareness of the Britannia Rescue brand and the great value products it offers motorists looking for breakdown cover.”
The timing of the deal means LV= will be able to activate around the Vancouver Winter Olympic Games which take place in February 2010. However the real rationale for the deal will be to build an indirect Olympic association in the run-up to London 2012. This strategy, of working with UK sports federations, has become very popular among brands which cannot afford the price-tag placed on event sponsorship by London Organising Committee LOCOG.