WPP agency 141 Worldwide wins AIG mandate for Manchester United global sponsorship

Indiantelevision.com Team

(22 June 2006 8:00 pm)

MUMBAI: American International Group (AIG) has awarded 141 Worldwide, a WPP Group company and the activation arm of The Ogilvy Group, the assignment of leveraging their newly signed global sponsorship of the English football team, Manchester United.

141 Worldwide will work with AIG globally to activate and manage the marketing of the sports sponsorship agreement it recently announced with one of the world's most successful football clubs.

141 Premiere, the sports and entertainment sponsorship division of 141 Worldwide, will work with AIG worldwide to maximize the benefits that AIG receives from the sponsorship and will help to fully integrate the sponsorship into AIG's overall marketing initiatives. 141 will provide consulting, strategy and concept development, and activation support for the sponsorship.

The four-year sponsorship, valued at approximately $ 100 million, is the biggest shirt sponsorship deal in English football. All members of the Manchester squad will display the AIG logo on their jerseys in every game they play at stadiums throughout the world.

"141 proved to us that they had the passion for the challenge, the experience of working with Manchester United and the knowledge to activate a big sponsorship on a global level," said Charlie Armstrong, senior director of advertising and global branding, AIG. "Having on the ground experts from 141 in our major global markets was a key factor in our decision."

Work begins immediately on creating a global activation plan that includes short term initiatives such as the club's pre-season tour to South Africa and a season opening events program in Asia and the UK.

"We are privileged to be working with AIG on bringing together one of the truly great global brands with one of the greatest sports teams of all time," said Rick Roth, Global CEO, 141 Worldwide. "The combination of 141's experience in sport sponsorships and in building brand relationships will help to ensure AIG optimizes the benefits of its investment and is able to measure its return."

AIG's sponsorship of Manchester United began 1 June. For the next four years, the AIG logo will be prominently placed on the front of the Manchester United shirt.