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AIG, Manchester United Sign $98.3 Million Sponsorship Deal
[April 10, 2006]

AIG, Manchester United Sign $98.3 Million Sponsorship Deal


(BestWire Services Via Thomson Dialog NewsEdge)
The famous red jerseys of one of Europes most successful soccer clubs will serve as the new venue for American International Group to promote its global brand.

A $98.3 million deal allows the worlds largest insurance company to place its name on Manchester United shirts for four years, starting next season.

AIG plans to maximize the value of this high-profile sponsorship to help grow AIGs businesses around the world, Martin J. Sullivan, AIGs chief executive officer, said in a statement.

Manchester United believes it could use AIG also to expand its global fan base. AIG operates in more than 130 countries, with more that 250,000 employees and agents in Asia alone a region where the soccer club says it has an estimated 40 million fans.



This deal presents both of us with so many possibilities, said David Gill, the clubs chief executive officer.

The soccer club aims to make this sponsorship the biggest of its kind in English football - the benchmark for such deals in sport, Gill said.


Earlier this year, London-based insurer Brit Insurance Holdings negotiated a three-year $2.6 million contract to sponsor the Oval Cricket Ground in London and the shirts of the Surrey County Cricket Club. Brit also sponsors squash and horse racing (BestWeek, Jan. 16, 2006).

In the world of sports sponsorships, soccer and rugby, with their mass appeal, are deemed the most expensive.

American International Group currently has a Best's Financial Strength Rating of A+ (Superior), which is under review with negative implications.

(By David Dankwa, associate editor, BestWeek: [email protected])

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