Allianz launches ad campaign to get around Champions League sponsorship rules
Global insurer Allianz is launching a new ad campaign to take advantage of the fact that the Champions League final between Bayern Munich and Chelsea is taking place in its Allianz Arena in Munich tomorrow night.
However, things are not quite that straightforward. Because UEFA insists that Champions League stadiums must be 'clean', bearing only the branding of the tournament's headline sponsors, Allianz's name and logo will be nowhere in sight tomorrow evening and for one night the venue will be referred to as the Munich Arena.
To get around this, and to promote the fact that it is the stadium's naming rights partner even if it is not allowed to explicitly say so during the Champions League showpiece, Allianz is launching an online and print campaign throughout English and German media tomorrow.
Created by Grey London, the 'Hoam Sweet Hoam' campaign promotes the arena as the home of Allianz as well as the home of its two resident football clubs Bayern Munich and 1860 Munich.
The online advertising promotes the Arena panorama tour, which offers fans a chance to take a virtual 3D walk through the stadium.
Al Whittle, CEO, TeamAllianz at Grey, said: “The final is the crown jewel in the European football calendar – and the stadium always plays a huge role in the occasion, for fans and TV viewers alike.
"With the world’s eyes on Munich, Grey wanted to ensure that Allianz is recognised for its role as a host for this unforgettable match.”