For the final home game of the Barclays Premiership, UK insurer Aviva donated its shirt sponsorship space on Norwich City’s kit to the British Red Cross.
As part of its cause work, Aviva handed over its rights to the kit logo space to the British Red Cross for Norwich City’s penultimate game against Manchester United on 7 May.
The charity used the opportunity to highlight its new #ERapp app – which offers real-time weather alerts and emergency advice.
The objective is that the use of the hashtag on City’s shirt will drive engagement, boost app downloads and build awareness of the Red Cross’ important crisis work.
Amplified socially across Aviva, Red Cross and Norwich City channels.
We’re proud to be donating our shirt sponsorship to @BritishRedCross for today’s #NCFCvMUFC match. #ERApp pic.twitter.com/WxLGIy2vq2
— Aviva UK (@AvivaUK) May 7, 2016
Tomorrow we’re donating our @NorwichCityFC shirt sponsorship to @BritishRedCross – https://t.co/SwZc62wWd0 #ERapp pic.twitter.com/NTqD8qAL6m
— Aviva UK (@AvivaUK) May 6, 2016
Thank you @AvivaUK for donating your #NCFC shirt sponsorship to our #ERapp… Download now for emergency alerts! https://t.co/LKdiXjvdU7
— British Red Cross (@BritishRedCross) May 6, 2016
The app was first launched in the UK in October 2015 and it aims to save lives through live weather and advice alerts – and it also includes an ‘I’m safe’ button.
To further support the initiative Aviva donated £1 for each download of British Red Cross’ app – up to £10,000 – during the shirt logo swap 48-hour period.
There will also be an old-school, in-stadium classic bucket collection on game day to raise funds.
And, as per usual, a team of Red Cross volunteers will provide match day first-aid at Carrow Road.
‘We’re delighted to hand over the shirt sponsorship of Norwich City FC to the British Red Cross and have the Canaries wearing the #ERapp hashtag,’ says Aviva’s customer marketing director Lindsay Forster.
‘This is great opportunity to highlight the fantastic work the Red Cross does and get football fans to download this important app.’
‘We are very grateful to Aviva and Norwich City Football Club for this fantastic opportunity,’ adds British red Cross CEO Mike Adamson.
‘I would encourage all football fans to download the #ERapp. It provides instant alerts of emergencies and severe weather close to you which could affect you getting to the game. It also gives tips on how to prepare for floods, power cuts and storms.’
Stephen Hobin, Norwich City partnerships boss, adds: ‘The British Red Cross carries out admirable work both here in Norfolk and right across the country. “We are delighted to be working with Aviva to promote the #ERapp campaign and would urge our supporters to download the app, with all funds going to such a worthy cause.’
The handover marks the eight consecutive season that Aviva, which has been the club’s main sponsor for that period, has donated its shirt sponsorship rights to a charity or cause for a game
From next season, Aviva will step down from its primary shirt sponsor role and move to become the club’s official community partner and continue its community fund project.
Aviva has been an official sponsor of Norwich City Football Club since April 2008 and the brand is displayed on the team shirts and on signage around the stadium at Carrow Road.
Comment
An admirable cause tradition – such as shame the game saw the club relegated to the Championship.
There is something of a trend in this tactic of a brand donating a set of sponsorship assets to a cause partner.
Late last year Emirates offered up its PSG shirt sponsor space for two games to show support for the Paris terrorist attack victims with the message reading ‘Je suis Paris’.
Love this shirt.we should be looking to keep the celtic foundation logo on it every time we wear it imo. pic.twitter.com/kukiEXw2fh
— celtic matchworn . (@celticmatchworn) December 10, 2015
PSG to wear a special "JE SUIS PARIS" jersey for the next two matches https://t.co/8oVeH7i7Cj pic.twitter.com/uO6ezLn91N
— PSG English (@PSG_English) November 23, 2015
While Magners gave up its Celtic shirt sponsorship to allow the club’s own charity, The Celtic FC Foundation, to promote itself.
Another great recent example of this approach saw mobile telco 3 donate its IRFU sponsorship assets for this year’s 6 Nations to homeless charity Focus Ireland (see case study).
Links
Aviva Website:
Aviva Sponsorship:
http://www.aviva.co.uk/sponsorship/ncfc/
Aviva Twitter:
Aviva Facebook:
https://www.facebook.com/AvivaUK/
Aviva YouTube:
https://www.youtube.com/c/avivauk
Norwich City FC:
Norwich City Twitter:
https://twitter.com/norwichcityfc
Norwich City Facebook:
