AIG recently capitalized on the momentum created by its activation of the series of games between the New Zealand All Blacks and Ireland in November to launch a unique corporate citizenship initiative in Ireland.
Supported by AIG’s global Sponsorship team, AIG Ireland executed various sponsorship activation events around the November series. These were considered hugely successful and generated widespread coverage across a range of media, including broadcast, print and online, and social media channels.
A key highlight of the activation events around the All Blacks v Ireland November series of games was the launch of AIG Heroes. As a community-based initiative, AIG Heroes will benefit young people through a school and community center in a disadvantaged area of Dublin by helping to build sports role models and promoting positive experiences.
The CSR initiative will run throughout 2017 and beyond, engaging local communities by leveraging AIG’s close ties with sport through our two major sponsorships - New Zealand Rugby All Blacks and Dublin Gaelic Athletic Association (GAA). Their star players were tasked to help launch AIG Heroes in Dublin.
AIG Heroes focuses on the following objectives and opportunities:
- Give back to local communities
- Empower youth through sport
- Utilize AIG’s sporting partnerships and ambassadors in a meaningful way
- Develop meaningful and long-term community partners
- Provide a platform to inspire and engage AIG staff
- Develop a lasting legacy for AIG in the community
Speaking at the launch, Declan O’Rourke, General Manager, AIG Ireland, said, “We’re excited to launch the AIG Heroes initiative with the help of the greatest rugby team in the world as well as our own local heroes from Dublin GAA. We hope that this new initiative will help young people all over Ireland develop their leadership skills, creating heroes of the future, just like the guys that are here to talk to them today.”
Looking back at the success of the activations during November, Declan added, “The launch of AIG Heroes was incredibly well-received and gained widespread media exposure, including the front page of the national newspaper ‘The Irish Times,’ as well as featuring in the national TV broadcaster’s flagship bulletin on RTÉ News. AIG will forever be associated with Ireland’s first ever victory over the All Blacks at the AIG sponsored Weekend of Rugby in Chicago.”