Cover Story - Sponsoring the Formula One: The Race is On
Source: Asia Insurance Review | Sep 2008
International sports sponsorship is seen as an ideal way to get more people to recognise a brand. Major sporting events such as Formula One are viewed by millions of people around the world. This proves to be an ideal platform for sponsor companies such as Allianz and ING to reach a global mass audience. With the inaugural Formula One Singapore Grand Prix taking place this month, we look at how these insurers are taking pole position in the race for establishing a leading brand.
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