An Australian intermediary-based insurance company has extended its partnership with a football club in a multi-million dollar deal.

CGU, part of Insurance Australia Group, has entered into a five-year extension with Collingwood Football Club, which will see the insurer, a premium partner of the Magpies since 2011, continue its sponsorship with the club until the end of 2022.

The deal was made just months after CGU became a foundation sponsor of Collingwood’s AFLW, cementing the insurer’s position as a major sponsor of both the Collingwood men’s and women’s teams.

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“For CGU, the sponsorship has helped strengthen the CGU brand in the marketplace and regularly provided some fantastic opportunities for our broker partners to take part in a range of business networking activities,” a CGU spokesperson said. 

“Our people have also had some great opportunities to gain insights from the Collingwood players who have shared their personal journeys to success.”
The CGU emblem features on both the men’s and women’s guernseys.

The partnership will also see the insurer supporting several of the club’s community initiatives, particularly the Magpie Nest program which provides housing solutions and support for homeless people and the Barrawan program which supports indigenous Australians.


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