Another new jersey sponsor. 
Darren Rovell
@darrenrovell
?
6s
JUST IN: The
@celtics
have unveiled a new jersey patch partner.
GE ? 2017-19
VistaPrint ? 2020-2023
And now Amica Insurance, which will now be thr Exclusive Auto, Home, and Life Insurance Partner of the team
Keep raking in that sponsorship money! They got an estimated $10-15 million a year from Vistaprint.
I am no business or marketing professional, so I always wondered what a sponsor like this gains in return for their $10 - 15 M ?
Are you telling me that Amica will sell more insurance policies as the Celtics jersey sponsor than they would have normally ?
Amica is going to have to sell several million dollars worth of extra services for their jersey emblem to make this deal worth it for them.
I don't see several million fans watching a Celts TV game and due to seeing the emblem, change all their insurance policies to Amica ??
Maybe they do, I'm no expert ?
It's less about direct conversions (i.e. 'I watched the game and saw Amica, so I swapped my policy') as it is assisted conversions & brand awareness ('I need a new insurance policy, why don't I check out Amica'). Also, don't underestimate the recursive value of jersey sales and social media posts as well. Advertisers rely on 'indirect' metrics like this all the time.
Or: Amica's total advertising budget for the year is X, some percentage of that is going to the Celtics jerseys - and the amount of broadcast time the logo is visible during the broadcast is worth Y (plus social media & jersey sales). As long as the relationship between that percentage of X and the value of Y is 'even' or reasonable, it'll be considered 'good' spend.
Yep, it?s largely about customer acquisition. In an industry like property & casualty, where customers are switching companies only once every four to five years, and making only one or two purchases, you want to be in that top 2-3 group of a companies a customer will get a quote from, otherwise you?re probably not getting their business. So it?s just about getting in their head.
It?s also to a degree about customer retention, especially for insurance, which is why they are such ubiquitous advertisers. Insurance companies often only have interactions with their customers when in the claims process. This happens very infrequently, and sometimes never, so they have few opportunities to make an impression. You want your customers to remember they like you so they don?t switch the next time the policy renews, and being associated with something positive like the Celtics will help in that regard, since they probably haven?t talked to anyone who works for your company in years.
