AAMI scores extension as NBL’s official insurance partner

AAMI scores extension as NBL’s official insurance partner | Insurance Business Australia

Insurance News

AAMI scores extension as NBL’s official insurance partner

Sponsorship features broadcast integration and other initiatives

Insurance News

By
Roxanne Libatique

Suncorp Group’s AAMI has renewed its agreement with the National Basketball League (NBL), continuing as the league’s official general insurance partner for an additional two years.

As one of Australia’s largest insurers, AAMI is focused on using its sponsorship rights to strengthen ties with the NBL community through broadcast integration and other initiatives. The sponsorship aims to foster a deeper connection with basketball fans across the country, including young players.

AAMI extends partnership with NBL

This season, the partnership will expand to offer more content and increase engagement with the growing basketball audience.

Highlighting the importance of this partnership, NBL chief commercial officer Adam Richardson said AAMI is a key partner, providing great support since coming on board.

“We are thrilled to have AAMI on board with us again, and we look forward to continuing to build from strength to strength over the next two years and beyond,” he said.

AAMI will also remain involved with NBL1, a semi-professional basketball league, continuing to feature in initiatives like the branded AAMI Timeout during games.

The 2024/25 Hungry Jack’s NBL season continues Friday night, with the Adelaide 36ers taking on the Sydney Kings at the Adelaide Entertainment Centre. The game will be broadcast live on ESPN.

AAMI’s new marketing campaign

Alongside the extension of its NBL sponsorship, AAMI has launched a new marketing platform in collaboration with Ogilvy, marking a shift from its previous “AAMI Does” campaign. The new platform centres on everyday Australian experiences, reflected in the slogan “Lucky you’re with AAMI.”

The campaign emphasises humour and authenticity, showcasing how the insurer addresses the challenges Australians commonly face. It also draws inspiration from Dorothea Mackellar’s poem, “My Country,” using images of Australia’s landscapes paired with relatable scenarios.

Hilary Badger, executive creative director at Ogilvy Melbourne, described the campaign’s direction as a way to reflect the ups and downs of Australian life while maintaining a positive outlook – key to AAMI’s brand message.

Mim Haysom, Suncorp’s executive general manager of brand and customer experience, said the campaign aligns with AAMI’s ongoing dedication to its customers.

“AAMI understands the diverse challenges faced by Australians, and our new campaign celebrates the resilience and spirit of our customers,” she said.