Recently, Sino-Life also sponsored and sponsored the first folk Antarctic expedition, and before that, the company also
The insurance for sponsoring this folk Arctic expedition is as high as 6.3 million yuan.
The sports market does contain huge insurance development space. It is understood that at present, there are more than 600,000 sports venues in China, and the State Sports General Administration plans about 600 large-scale sports events nationwide every year, with nearly 300 million people participating in physical exercise and more than 80,000 professional athletes at all levels. The required insurance covers a wide range, including event cancellation insurance, public liability insurance and personal accident insurance. This undoubtedly laid a stable customer base for commercial insurance. It is reported that the 2008 Beijing Olympic Games alone will generate insurance demand, with a total insurance coverage of nearly 300 billion yuan and a premium income of 300 million yuan.
Why is sponsoring sports insurance so popular? Zhu, Department of Finance and Insurance, Capital University of Economics and Business, believes that this cannot be understood from the general insurance principle. The reason why insurance companies are so keen is mostly because of the advertising effect. Especially some new companies, hope to gain public recognition and recognition through these sponsorship activities.
Because sports sponsorship is naturally easy to be accepted, its sponsorship is widely disseminated, large in quantity and targeted, which has a multiplier effect on improving the company's brand awareness and reputation. The diversified, compound and lasting effects of sports marketing help people to have a perceptual knowledge of unfamiliar insurance companies. Moreover, the sports insurance market itself has attractive prospects and huge development space.
Zhu said that in fact, the premium of some given insurance is borne from the company's profits, and the company takes out part of the profits to provide such insurance. If there is a return, it will be deducted from the profit. However, this aspect of finance should be handled reasonably and calculated separately from general sales insurance.
It should be noted that sports sponsorship is a risky behavior, because in order to truly achieve the sponsorship effect, sponsors usually need to pay 1-3 times the sponsorship funds for advertising, promotion and other activities to start the implementation of the sponsorship plan. Experts say that sports sponsorship should be chosen with special care. Only good management can bring benefits.
According to statistics, among more than 200 enterprises that sponsored the Atlanta Olympic Games, only about 25% were rewarded, some only gained some short-term benefits, and some even lost all their money.
So, should this sponsorship be controlled? "This is uncontrollable. This brand has a great effect. From the perspective of the company's brand marketing, everyone will be willing to do so. " Zhu said, "What is provided now is basically accident insurance, and sports insurance should cover a wider range, such as the broadcast of sports events. Liability related insurance. These are also ideas that insurance companies think can be used as new business development. "
Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.