The Aviva Stadium was back to itself yesterday for the launch of a new partnership between Aviva and Pieta House aimed at getting people on their bikes.
Last Wednesday it had been stripped of it’s branding to comply with UEFA ‘clean stadium’ rules for the Champions’ League. The same applies to the Allianz Arena which becomes the Munich Stadium, the Emirates with becomes the Arsenal Stadium and others.
It was very yellow and green yesterday though as stars from sport and entertainment gathered to launch the Pieta 100 and the new partnership.
This year’s event is the first major event in Aviva’ partnership with its new chosen charity and the use of the stadium and rugby ambassadors including Jenny Murphy and David Wallace are part of its contribution.
The event will take place at ten locations this year, up from three in 2015 and will push off on Sunday September 25th.
“This is our first year partnering with Pieta House as our staff nominated charity and this event promises to be one of their two key events of the year, alongside the Darkness into Light walk,” said Mark Russell, Group Sponsorship Manager at Aviva speaking to Sport for Business yesterday.
“We will be helping out with registration, marketing and event management so that it makes a real mark in the ten locations.”
Read about the Great Dublin Bike Ride taking place on September 11th
“We have staff already signed up to take part and there is a real buzz about our involvement in the event.”
Aviva sold it’s health insurance business to Irish Life earlier this month and will no longer be backing the Schools Fitness programme but that does not mean a withdrawal from the fitness space.
“We have a number of grassroots sponsorships with the FAI and IRFU in sport, as well as the Stadium and this is another CSR initiative that we are proud to support and engage with customers across the country.”
