The All Blacks rugby team made history in London this weekend, becoming the first country to win back-to-back world titles. As their third victory, the team has also now won the most championships of any side in the history of the tournament. Their first win came in the inaugural tournament of 1987, followed by consecutive wins in 2011 and 2015. This is also the first time the All Blacks have won the trophy outside of New Zealand.
Global Head of Sponsorship, Danny Glantz said “we are immensely proud of the team for what they have achieved this year. Our sponsorship is based on key values we believe are shared by the All Blacks and AIG, including preparation, innovation, and teamwork. All of these have been evident throughout the tournament. It has been an outstanding display of rugby and sportsmanship from the team and a well-deserved result".
The All Blacks beat Australia 34-17 at the final in Twickenham Stadium on Saturday October 31.
AIG ran a comprehensive programme of events and activities during the tournament that covered internal and external communication and public engagement activities. In addition to hospitality at matches and events at temporary branded venue AIG House and elsewhere around the UK, AIG gained significant coverage in both traditional and social media for their innovative virtual reality Haka 360° Experience.
The Haka 360° Experience app was created to bring rugby fans closer to the All Blacks’ renowned haka than ever before, while building visibility for the AIG brand during the tournament and demonstrating AIG’s commitment to innovation. Since launch, the promotional video has been viewed on youtube over two million times, people from 177+ countries visited the aig.com/haka360 website and an estimated 20,000 people experienced the fully immersive version of the app at events around the world.
Global Sponsorship Director Amy McNicol said it has been a busy but exciting time for everyone involved in the campaign. “Feedback from clients, brokers, business partners and the general public has so far been resoundingly positive. While the tournament was based in the UK we needed to reach a global audience and we’re very pleased with what was accomplished.”
Japan hosts the next tournament in 2019.