When a new brand, hitherto un-launched in the UK, enters into a sponsorship deal with a sport dear to the hearts of millions of British and Irish people, it runs many risks. Zurich had to be seen to be in tune with Rugby Union and not to be accused of hijacking the game.
A national campaign of TV and press ads featuring situations that are recognised by the true Rugby aficionado started the ball bouncing. Now Zurich seen as one of the sport’s biggest supporters but its name is synonymous with Premiership and Championship Rugby, the World Cup winning England National side and the British Lions. It was our understanding of the game that helped Zurich understand it too.