Bluerating | August 2024
Sport and athletes have always been a source of inspiration for advertisers who have often chosen them to support a product or brand.
Young, strong, beautiful and – possibly – successful, they also represent perfect testimonials for banks and financial advisor networks.
Intesa Sanpaolo took a long view when it chose Jannik Sinner who was far from becoming number 1 in the ATP rankings. His latest appearance is in a commercial filmed for Isybank.
UniCredit has chosen the Davis Cup which it sponsors with Buddy Bank, the choice of an international and team competition is in line with the positioning of the bank which, like Italian tennis, is experiencing a magical moment, UniCredit is also a sponsor of the America’s Cup, the European Athletics Championships and the Milan Marathon.
BNL BNP Paribas is, for the 18th consecutive year, Title Sponsor of the Italian tennis internationals.
Credem is the Title Sponsor of the Serie A Men’s Volleyball League.
In terms of financial advisor networks, the most active are Allianz Bank, Banca Generali, Fineco, Fideuram and Mediolanum.
Allianz is the global insurance partner of the Olympics and Paralympics, in Italy it supports the Fiamme Oro State Police Sports Group and its Youth Sections, the Sesto San Giovanni women’s basketball team, the ultra cycling champion Omar Di Felice and the Royal Golf Club Park i Roveri in Turin.
Banca Generali promotes sport and its positive values through a traveling event “A Champion for a Friend”, which involves thousands of children from primary and middle schools and 4 champions (Panatta, Castrogiovanni, Lucchetta and Graziani) and three testimonials from the world of skiing – Federica Brignone, Guglielmo Bosca and Beatrice Sola.
Banca Mediolanum has been a sponsor of the Giro d’Italia Mountain Grand Prix for 22 years, organizes the Mediolanum Golf Cup 2024 tournament with the “ProAm” formula which offers the opportunity to play alongside professional golfers, and is the main sponsor of Milano Premier Padel and organizes Mediolanum Padel Cup.
Fideuram – Intesa Sanpaolo Private Banking, in addition to benefiting from the Group’s communication activities, is the main partner of SKY SPORT GOLF.
Fineco links its brand to women’s volleyball as Sponsor of the Serie A1, Serie A2, Coppa Italia and Supercoppa Italia Championships. The choice represents the bank’s commitment to the values of equity and inclusiveness, addressing a rapidly growing audience.
A recent Padel tournament promoted by Franklin Templeton which involved some representatives of the main consultancy networks in a team competition was a great success and generated healthy competition between professionals from different realities.
Beyond sponsorships, we observe how managers and financial advisors often post sports ventures on social networks in which they are involved personally or in groups, with great success in terms of likes and shares.
Sport perfectly represents the metaphor of success in life, which requires commitment, loyalty, dedication but also passion and team spirit.
All qualities that characterize the best professionals both in individual undertakings and in the ability to work in a team.
In short, athletes undoubtedly have an edge: the definition of the objectives to be achieved, the planning of training sessions, the determination allow them to very often reach the finish line before and better than others.
Nicola Ronchetti