Insurance Industry
Insurance brands recognized as sponsors in college sports see significant growth across 5 main brand metrics among college fans.
Positive Brand Impression in particular nearly doubles:
+81%
+68%
Purchase Intent suggests that fans are more likely to purchase from brands that are known sponsors in college athletics.
Sponsorship Survey 2024 - Insurance Brand Metrics & Sponsorship Recognition
When insurance companies sponsor sports properties, we see a higher-than-average lift.
National Average
1.27
Brand Consideration
1.12
Brand Awareness
1.81
Brand Impression
1.63
Brand Regard (Higher)
1.68
Purchase Intent
(Higher)
College Sports Fans index higher than both the National Average and Pro Sports fans in Consumer Spending across Residential Warranties, Medical Claims Processing, Insurance Brokerages, and the Insurance Category as a whole.
Insurance Category Performance
Residential
Warranties
Medical Claims Processing Services
Insurance Brokerage Products
Insurance
MBB
NBA
National Average
1.56
1.36
1.11
1.45
1.07
1.19
1.05
0.86
WBB
1.64
1.36
1.21
1.18
0.96
WNBA
1.28
National Average
1.05
1.03
FBS
1.78
1.42
1.11
1
NFL
1.38
1.19
1.12
National Average
1.12
College fans are more likely to own a variety of insurance types including more specialized insurance.
Which, if any, of the following types of insurance policies do you currently own?
121
Condominium Insurance
Flood Insurance
Landlord
Insurance
Mobile Home Insurance
Travel Insurance
Umbrella Insurance
109
139
115
137
111
120
105
137
118
133
115
NCAA Index
Pro Index
National Average
Insurance Category Performance
College Sports Fans index higher than both the National Average and Pro Sports fans in Consumer Spending across Residential Warranties, Medical Claims Processing, Insurance Brokerages, and the Insurance Category as a whole.
Which, if any, of the following types of insurance policies do you currently own?
College fans are more likely to own a variety of insurance types including more specialized insurance.
Scarborough
Insurance Brand Metrics & Sponsorship Recognition*
Insurance brands partnering with college athletics have higher % of college sports fans purchasing their services.
Nationwide
State Farm
153
104
124
110
115
107
125
110
NCAA Index
Pro Index
Farm Bureau
USAA
Allstate
104
103
*Source: Scarborough Survey
Sponsorship Survey 2024 - Insurance Brand Metrics & Sponsorship Recognition
When insurance companies sponsor sports properties, we see a higher-than-average lift.
OVERVIEW
Huston Insurance is a local provider of auto, homeowners, farm, business, life, and health insurance located in Northwest Ohio looking to enhance their exposure to individuals such as first-time homebuyers in communities overlapping with the Toledo Rockets footprint. In order to reach their desired target markets, Huston Insurance chose to partner with Rocket Sports Properties with insights from Fanbase’s proprietary geographic and demographic data driving their decision.
SOLUTION
By showcasing geographic and demographic data and insights into Toledo fans delivered from Fanbase, Rocket Sports Properties was able to show Huston Insurance that their desired target markets are not only prevalent in Toledo and surrounding communities, but actively involved members of the Rockets fanbase. By utilizing Fanbase data to better understand the Toledo market, Huston is able to place its brand and services in front of Rocket fans in person at Toledo Athletics events and digitally through website, social media, and broadcast placement.
Which, if any, of the following types of insurance policies do you currently own?
College fans are more likely to own a variety of insurance types including more specialized insurance.
Success Story
Huston Insurance and Toledo Athletics
Partnering with the Toledo Athletics provides an excellent opportunity for us to showcase the vast insurance offerings we provide to our clients. The Fanbase data we were presented with ensured us that we would be able to reach our target markets, both digitally and in-venue, to grow our connection with the Rockets fanbase within Toledo and neighboring communities and provide them with invaluable insurance policies for every part of their lives.”
Lexi Eckman
Agent, Huston Insurance
