Allianz signs Harry Kane for global brand partnership

Alex Sword


The Financial Services Forum

Allianz has chosen Bayern Munich and England star Harry Kane as its new global brand ambassador.

The deal will see the footballer working with Allianz on joint marketing activations designed to “inspire the next generation”.

It comes ahead of Kane captaining the England team at the upcoming Euros football tournament.

The partnership arose from FC Bayern and Allianz’s over 20-year partnership, which has included arena naming rights as well as shirt sponsorship.

Bernd Heinemann, heading Group Strategy, Marketing and Distribution at Allianz SE, said: “It is with great pleasure that we welcome world-renowned athlete Harry Kane to our brand ambassador program. Kane is a role model for many fans globally, particularly in Europe, the United Kingdom and Asia.

“As a new Allianz ambassador, Kane will help strengthen our brand appeal across all generations in the fan community – from younger, fully-digital fans to footfall-enthusiastic families – and encourage them to engage in sports and their personal finances.”

Recent years have seen Allianz focusing on enhancing the value of its brand through a One Brand Strategy, bringing together its various businesses under a purpose-led master brand and sub-brands.

It has also looked to make the brand more tangible and trusted through deeper engagement with customers, while building profile with partnership and sponsorship activities such as with the Olympics and Paralympics.

The firm recently appointed its first ever Director of Brand. In an exclusive interview with the Financial Services Forum, Carolyn Rich said:

“My new role will look after all our brands. We wanted to create a more senior role that focuses on leveraging our brand portfolio fully. My aim is to keep strengthening our brands so we continue to have a range of market-leading names which both businesses and consumers know they can love.”

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