Looking beyond the logo: Aon redefines its sponsorship of Manchester United

This event report discusses how Aon – a company specialising in areas including risk management, insurance brokerage and human-resources solutions – adapted its sponsorship of Manchester United after an agreement to feature its logo on the club's famous red shirts came to an end.

Looking beyond the logo: Aon redefines its sponsorship of Manchester United

Stephen Whiteside

Since mid-2010, the logo of Aon - a Chicago-based company specialising in fields like risk management, insurance brokerage and human-resources solutions - has taken pride of place on the famous red jerseys worn by the players of Manchester United Football Club.

Image source: Manutd.com

From June 2014, automaker Chevrolet will occupy this prime piece of sporting real estate following a seven-year deal worth an estimated $560 million. Losing such a valuable sponsorship asset - and the chance to reach millions of soccer fans worldwide -...

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