Synergy To Activate QBE Sponsorship Of British & Lions Tour

Sports and entertainment marketing agency Synergy will lead the activation of QBE’s sponsorship of The British & Irish Lions 2017 Tour to New Zealand following a competitive pitch.

The integrated campaign created by Synergy will position QBE Business Insurance as a true supporter of ‘The Team Behind the Team’ – the coaches and management who do the crucial behind-the-scenes work that makes it possible for the Lions to achieve their ambitions. At QBE, for every underwriter that works in partnership with a customer, five specialists work alongside them, making sure that the best possible solution is delivered for the customer.

The campaign will include experiential activity, content optimisation, corporate communications and more in the months leading up to the tour to New Zealand.

Adam Raincock, Head of Communications at Synergy, commented: “The British & Irish Lions is one of the blue riband sports properties in world. It was a very tough pitch process, but our ability to tap into expert knowledge across paid content distribution and corporate comms within the Engine Group means we can deliver a campaign that really hits QBE’s very specific target audience.” 

Nick Mott, Head of Sponsorship at QBE, said: “QBE’s ability to look at managing and mitigating risk from every possible angle means we know how important it is for The British & Irish Lions to build a strong and highly skilled backroom team to support the players.”