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The Fan Conversion

A Modern Approach To Sponsorships For the Financial Sector

Global financial services brands invest tens of millions of dollars in sports sponsorships every year. That kind of investment will certainly increase awareness as measured by media impressions, but typically not the kind of ROI that will always have a direct impact on the business’ bottom line.

At imre, we take a modern approach to sponsorships that not only increase impressions, but also boost the overall fan experience and connect those fans more directly to the business. Our three-tiered approach produces the kind of ROI that satisfies brand, fan and business goals.

AAA Takes Hockey Fans on an Emotional Journey

Win the hearts and minds of fans by creating an authentic storytelling platform around your sponsorship. Unique stories enrich the fans’ experience and builds connective tissue with your brand that goes well beyond simply seeing your logo on an athlete’s jersey.

AAA tapped into the emotions of hockey parents across when imre helped them launch #ShareYourJourney, a content series that celebrated the sacrifices, joys, fails and flats along the way for parents of youth hockey players everywhere. imre developed a platform that incorporated authentic storytelling from NHL superstars Claude Giroux and TJ Oshie as well as hockey moms and dads.

Beautiful and heart-warming content struck a chord that illuminated fans’ “journeys” through the power of social media and helped AAA build a community with their customers.

AAA: The Execution

Travelers Championship Connects the On-site and Off-site Experience of a Major Sporting Event

A brand is only what the customers and fans say it is. With a significant emphasis on trust and the value of referrals for many of these brands, imre works with marketers to drive engagement and advocacy through these experiences.

Since 2006, imre has been working with Travelers Insurance to help drive viewership and leverage its title sponsorship of the Travelers Championship. A blend of tactics—social media, interactive creative and proactive media relations— keeps existing audiences engaged and cultivates new ones. As a result of our partnership, attendance, TV ratings and awareness for the Travelers brand have continually increased, positioning Travelers as the insurance leader in the golf category, both on the course and across the entire social landscape.
Value-added experiences and activation initiatives, combined with integrated media campaigns, drove engagement and positive sentiment for Travelers year-over-year.

Travelers Championship: The Execution

Penn Mutual Creates Leads Through a Passion for Rugby

Modern sponsorships work hard for the brand by driving awareness, fan engagements and even leads. Through social media and digital marketing, imre creates innovative programs that inspire fans to take action.

Penn Mutual engaged imre to help them build a lead nurturing program on top of their Collegiate Rugby sponsorship. We uncovered insights that lead to an organizing concept, “Rugby is Life,” that bridged a shared passion for rugby to Penn Mutual’s business. From there, imre helped the brand connect the dots so that every audience interaction prompted a next action.
Through smart programming, imre helped Penn Mutual grab the attention of rugby fans and inspire them to make a deeper connection with the brand.

Penn Mutual: The Execution

Going Beyond Awareness

imre helps financial brands evaluate their sports sponsorships and strategies and build strategic programs that go beyond awareness to drive ROI.

Our approach encompases these 5 steps:

DISCOVERY

Client audit to understand business goals and sponsorship assets; audience profiling; conversation analysis.

ROADMAPPING

Segmentation, prioritization and plan development: our team works with you to understand where your fans live online and tailors your plan to adopt the distribution channels most relevant for your brand.

SYSTEMS

Create activation efforts, standard operating procedures, athlete guidelines, and rapid response workflow to respond in real time during sporting events.

PROGRAM MANAGEMENT

Strategic oversight to balance proactive vs. reactive management during major activations: production days, national media opportunities, content development, measurement and optimization, on-site execution and fan experiences.

CAMPAIGNS

brings experience helping many of our clients develop both branded and unbranded campaigns from the corporate enterprise level, down to product-specific promotions. Campaigns are aligned with the values of the brand and developed with pre-determined business goals and metrics to measure engagement and reach, and ultimately deliver business value.

About imre

imre is a full-service marketing communications agency that creates meaningful interactions. We see the world through the lens of human connection and see clearly how it applies to financial services and sports marketing.


We can transform the relationship with your customer through your sponsorship. Let’s build brand loyalty and credibility together, every step of the way.

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The Fan Conversion: winning connections between financial brands and fans