Collaboration is a powerful force in business, as it is in sport and when the two come together then the benefits can be greater still.
Supervalu announced yesterday, as forecast in Sport for Business some months ago, that they would be offering car and home insurance to their customers. That they should do so in partnership with a fellow sponsorship brand within the GAA is no surprise.
That it should be Dublin GAA sponsor AIG though rather than fellow All Ireland Championship partner Liberty Insurance might make things a little testy when the GAA brings together its top level partners for a season review next month.
Supervalu brings a comprehensive loyalty programme and a wide daily series of touch points with consumers to the deal and doubtless followed a long process of due diligence and negotiation on the best partnership deal for them as a business and their customers.
We understand that since Supervalu took over the management of Superquinn stores that had a strong footprint in Dublin that their performance was not as strong as might have been hoped.
It is possible that a strong bond with the brand most closely associated with Dublin GAA and its more than 200 clubs in communities across the capital will have had some influence on the decision making process.
Supervalu are taking on 20 additional staff to work on the insurance product which will be promoted through discount deals on multi policies and smart engagement tools such as Supervalu vouchers to replace contents of a freezer if that is part of a home insurance claim.
Dublin GAA players were on the tills across Supervalu stores yesterday, putting smiles on the faces of shoppers and securing valuable mainstream media as a result.
The GAA has proven sure footed in helping partners work closer together. Supervalu and Centra are the retail partners for GAA ticketing through Tickets.ie and were also the only outlets where Cadbury were selling the special GAA branded Moro bars launched earlier this year.
It’s leverage in other marketing was also seen to good effect at present with a strong presence for the Association through the strong launch advertising for eir.
Image Credit: Sportsfile
The GAA, AIB, AIG, Liberty Insurance, eir and over 120 other business and sporting organisations are full members of Sport for Business, enjoying daily insight and analysis of the commercial world of Irish sport and engaging in our regular programme of events helping them be the best they can be.
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The GAA, AIB, AIG, Liberty Insurance, eir and over 120 other business and sporting organisations are full members of Sport for Business, enjoying daily insight and analysis of the commercial world of Irish sport and engaging in our regular programme of events helping them be the best they can be.
