Insurance Australia Group (IAG) has appointed Havas Sports & Entertainment (HSE) to oversee the sponsorship and partnerships of its CGU and NRMA brands after a competitive pitch.

The partnership builds on the existing relationship between HSE and CGU, which most recently saw the insurer and Collingwood women’s AFL club develop a campaign to showcase the ambition of these female players and celebrate women in the sport.

The deal will allow HSE to provide insight, strategy, creative ideation, and implementation for live activations, for the partnerships between NRMA Insurance and the Brisbane Broncos, and CGU Insurance and the Collingwood Women’s AFL and Men’s AFL teams, AdNews reported.

“We are delighted to be working with IAG whose passion for strategic thinking, creativity, and collaborative customer-focused work is what any good agency ultimately desires in a client,” said Francis Coady, HSE ANZ general manager.