Grab a piece of the sporting action

A variety of sporting figures brought a certain X-factor to insurance last month by opting to chance their arms in the competitive arena of broking.

New broker start-up Adelphi Risk Management appointed England Rugby World Cup winner Neil Back as a director and Leeds-based Henderson Insurance Brokers unveiled England’s Rugby League captain Kevin Sinfield as an ambassador.

Completing the recruitment hat-trick was former Kent and Glamorgan cricketer Mike Powell, who was named as part of Thomas Carroll Group’s new sales development team. 

Certainly, insurance has never shied away from associating itself with sport. In recent memory, Aviva had a long-term sponsorship deal with UK Athletics and broker giant Aon has gained wider prominence for its shirt sponsorship deal with Manchester United. And many insurers have used famous ex-sportspeople to boost their brand at events.

But what is the motivation for regional brokers to sample a slice of the sports pie? According to Thomas Carroll MD Rhys Thomas, the answer is simple. “Sports people are well connected, they are recognisable, have been involved with the media and are normally one or two phone calls from anyone who wants to get to know them,” he stated.

Indeed, the roster of contacts these personalities will have built up after being at the top of their respective games would serve as prime motivation for any broker looking to get its name increasingly recognised in its regional sphere. 

And in the case of newly-launched Adelphi, MD Damon Blakey is sure that the presence of Back will act as a boon as it looks to build early momentum. “I am a big believer in brand attachment,” he explained. “It’s a different way of marketing and a different way to build business.”

Blakey cited the former Leicester flanker’s potential to attract new business, maintain existing clients and capacity to build the brand as advantages. While for Thomas, the ability of a sportsman to “know how to get the best out of people in situations, good or bad” is crucial. 

Nevertheless, is there a danger that too much emphasis can be placed on the power of sportsmen to attract business? As when all’s said and done, clients will still be mainly focused on buying insurance. “I don’t believe it will work for everyone,” admitted Blakey. “Although there are enough people and businesses out there on which it will have a positive impact.” 

Knowing the region the broker is looking to operate in is a vital aspect. In the case of Henderson, which boasts two offices in Leeds, the broker is confident the “iconic figure” of Sinfield will also work in the best interests of employees. 

“He has already spoken to staff about being part of a team and developing leadership skills,” said Paul Judge, managing director of Henderson in Leeds. “He is spending time within the various divisions in our offices to understand the business. It’s not just a case of him being a figurehead, he will learn about the business itself.” 

Furthermore, the arrival of these sports personalities may even act to break insurance’s reputation as a less-than-glamorous career choice. “This gives a dull and often uninteresting subject for most clients a little bit of sparkle, and that definitely helps in any sector,” added Blakey.