BrightRock recently announced a three-year sponsorship of the Stormers. Destiny Man magazine spoke to the insurer’s Marketing Director Suzanne Stevens to find out more about sports sponsorship.
Tell us how the Stormers deal came about.
BrightRock has been growing from strength to strength since our launch in 2012 and quite early on, we knew that it was important for us to expand awareness of our business in the consumer environment. We threw the net quite wide, looking at different sporting codes and ventures outside the sports realm entirely. When the opportunity arose to partner with Western Province Rugby Union, it really felt like a no-brainer. It is a well-known, reputable brand with a strong national footprint and a diverse fan base. The opportunity to partner with other reputable companies like Adidas, Land Rover and DHL was also important.
What was attractive about sport as a sponsorship vehicle?
The reality when you are dealing with life insurance is that you can’t test-drive the product or put it on supermarket shelves, so we are always looking to make the brand more tangible. One of the lovely things about sport is that South Africans are passionate about it and it is a space in which we can physically manifest our business in a different way from the traditional financial services space.
What is your experience in sports marketing?
Prior to BrightRock, I was the General Manager of Marketing for the Discovery Group for 14 years. All sponsorships, including sport, reported to me. I have a network of contacts in this environment.
What are BrightRock’s future plans?
We currently have three sponsorship properties: The Dan Nicholl Show, which is an entirely new concept for South African TV and a broadcast sponsorship of a KykNet series called VeranderDinge, an extension of the Change Exchange online platform which features veteran journalist Ruda Landman. The Stormers sponsorship, of course, is the big daddy. Our focus will be working hard on delivering on these properties in the year ahead.
Do you have any tips for readers who are looking to get into sports marketing?
Ensure your marketing campaigns align 100% with your product. People will notice if something is not authentic. You have to develop business acumen and quality marketing experience and training will come in handy. Being a sports fan matters because you’ve got to have a passion for what you do. Tune into identifying exactly what your objectives are and how you are going to measure things. Be open to learning because the best plans are often laid to waste. Adapt, accept feedback and learn as you go along.
This article was originally published in the April Edition of Destiny Man magazine. Click here to read the original version.
They’re legends of the game that loves the bounce of change, and with a new associate sponsorship from BrightRock, the DHL Stormers and DHL Western Province are set for a bold new era
Booted into the breeze, the odd-shaped ball takes flight. As it twists and spins through the air, a hush falls over the crowd. Will the crucial kick soar gracefully between the posts, or will it strike the upright a glancing blow, tumble to the ground, and bounce against the run of play?
Rugby: the griping, dynamic, at times unpredictable sport, celebrated by millions at home and away. And now, comes another reason to love the changing game: BrightRock is proud to be the new associate sponsor of the DHL Stormers and DHL Western Province, two of the best-loved properties in the world of professional rugby.
Headquartered at DHL Newlands Stadium in Cape Town, where the cries of “Stormers!”, “Province!” and “WP, jou lekker ding!” resound to the top of Table Mountain, these legends of the game play rugby as breathtaking as the view.
DHL Western Province holds the distinction of having appeared in every final of every competition in South African rugby, and the DHL Stormers, made up of players from the provincial squad and the Boland Cavaliers, are three-times Conference champions in the Super Rugby competition. They regularly draw the largest and most exuberant home crowds, who Love Change with every bounce of the ball as the DHL Stormers work their way towards the try line.
For the next three years, the BrightRock logo will appear on the match-day kits of the DHL Stormers and DHL Western Province, joining DHL, Land Rover, and Adidas in the league of passionate supporters. For BrightRock, the partnership is a perfect fit, and an ideal celebration of a milestone of R114-billion of cover in force, and premium growth of 80 per cent year on year.
But the big connection is the power of change that drives BrightRock’s unique approach to life.
BrightRock believes rugby, like life, is a game where the unpredictable is always a play away, and can challenge even the best skill and preparation. A lucky bounce of the ball, or one critical call, can swing the game for or against you. We believe in not fearing these game-changing moments, but embracing them. By welcoming Change, in rugby or in life, we’re able to find the opportunities that it presents.
So get ready for a bright and thrilling season of Super Rugby and Currie Cup with the DHL Stormers and DHL Western Province. And remember, whichever way that odd-shaped ball bounces, this much is for sure: when you’ve got the right team on your side, life, and rugby, rocks!
Rugby is like life in so many ways – when you’re playing such an odd-shaped ball, there’s no telling where it will land. No matter how good you are or how much you’ve practised! A lucky bounce of the ball, or one critical call, can swing the game for or against you. But Loving Change means not fearing these game-changing moments, instead embracing them and the opportunities they bring. In rugby and in life, Loving Change is all about Playing the bounce.
Play the Bounce. Play the moment. Love Change – and get the first-ever needs-matched life insurance that changes as your life changes.
Johannesburg, 26 January 2016 – Fast-growing life insurance player BrightRock today announced the signing of a three-year Official Associate Sponsorship agreement with the DHL Stormers and DHL Western Province, effective from January 2016.
The deal signals a major milestone for the company, which launched its unique needs-matched life insurance offering in 2012. BrightRock has rapidly established itself as one of the fastest-growing players in the intermediated individual life market in South Africa. The company recently announced that premium growth had grown by 80% year on year, with cover in force now exceeding the R114 billion mark and claims to the value of over R155 million paid to date. According to BrightRock executive director Suzanne Stevens, the partnership reflects the company’s strong performance to date and will help fuel the growing awareness of its brand among consumers in its target market.
Stevens commented: “We’re thrilled to be involved with two of South Africa’s most beloved rugby properties and helping to bring top-class rugby action to such a large, diverse and passionate fan base across South Africa”.
BrightRock’s involvement as a business sponsor for the DHL Western Province and DHL Stormers teams will be visible in stadium, with its logo appearing on the back of all match-day jerseys. “It’s a privilege to join head sponsor DHL and associate sponsors Land Rover and Adidas on the blue-and-white jersey”.
According to Stevens, BrightRock sees the partnership as a perfect platform for its “Love Change” brand philosophy, because of the ever-changing, unpredictable nature of the game. She says that the concept of change is central to the BrightRock needs-matched insurance offering, which is dynamically able to change with clients as their needs change over their lifetime.
“Rugby, like life, is a game where the unpredictable is always a play away and can challenge even the best skill and preparation. A lucky bounce of the ball, or one critical call, can swing the game for or against you. We believe in not fearing these game-changing moments, but embracing them. By welcoming Change – in rugby or in life – we’re able to find the opportunities that it presents.”
“Our product is designed to precisely match your risk needs upfront and then it can change with you as your financial interests shift at major, life changing moments. Rugby with its odd-shaped ball that delivers that unpredictable bounce, gives us a platform to highlight the unique value BrightRock’s needs-matched life insurance has to offer with its world-first ability to adapt to our clients’ dynamic, changing lives.”
President of the Western Province Rugby Football Union Mr Thelo Wakefield added: “We are very excited to welcome BrightRock into the Western Province Rugby family. We look forward to working closely with their team and providing BrightRock with value whilst drawing on their expertise to grow and develop the game and our brands for all.”
Click here to view the full press release.
BrightRock was started with the goal of creating insurance products that truly meets consumers’ and financial advisers’ needs. It offers individualised, needs-matched life insurance cover that’s built around your specific needs at the outset, and is specially designed to change with you as your needs change. And because BrightRock’s cover is flexible and changes appropriately when your needs change, it’s more efficient. This means both your cover and your premiums remain relevant, and more affordable, throughout your life.
BrightRock figures at 31 December 2015