The Aviva logo was broadcast across the world on the shirts of 320 "Aviva ballkids" at the Australian Open tennis tournament during January 2005.
The Aviva logo was broadcast across the world on the shirts of 320 "Aviva ballkids" at the Australian Open tennis tournament during January 2005.
The event attracted top global television coverage, so the sponsorship meant Aviva Australia benefited from the brand reaching over 183 million homes and being associated with a world-class tournament.
The Aviva Ballkids were selected from thousands of applicants aged between 12 and 15 years old from around Australia and the Asia Pacific region.
Aviva's chief executive officer, Allan Griffiths, said the sponsorship recognised the excellent profile the Australian Open tennis championships has throughout both Australia and internationally, providing excellent opportunities for Aviva to build its brand.
Australian Open chief executive Paul McNamee said: "This new sponsorship brings together one of the world's biggest sporting events with one of the world's largest insurance groups for what is a highly visible sponsorship opportunity for the Aviva brand."
The Australian Open annually attracts over half a million through the gates at Melbourne Park and is broadcast to over half a billion homes in 183 territories worldwide. Asia was the dominant market at the 2004 tournament, taking over 41% of total TV coverage, with Europe close behind with 40%.
The tournament also has strong links with the Asian Tennis Federation, conducting an annual tournament with ballkids from across the region, supported by tennis clinics led by Peter McNamara, the former world number seven Australian tennis player.
As part of its involvement, Aviva Australia provided life cover for the ballkids' parents, with a sum insured of A$50,000 (£20,000) should the parent die before the child reaches 18
Newspaper advertisements were placed in The Australian, Melbourne Age, Sydney Morning Herald, Brisbane Courier Mail, Adelaide Advertiser, Perth West Australian and Good Weekend publications from 15-29 January, giving regular exposure to more than one million Australians.