Aviva is continuing its "Forward thinking" philosophy with a new sponsorship with London's Royal Court Theatre.
Aviva is continuing its "Forward thinking" philosophy with a new sponsorship with London's Royal Court Theatre.
The group will be sponsoring Rock ‘n' Roll by Tom Stoppard, which will run at the Royal Court from 3 June to 15 July.
The Royal Court has provided a stage for countless new plays which are now considered modern classics, such as Look Back in Anger by John Osborne, The Rocky Horror Show by Richard O'Brien and Oleanna by David Mamet.
Since opening its doors in 1956 the Royal Court has established itself as one of the world's leading theatres for new writing and the championing of new talent. Its first artistic director, George Devine, aimed to discover "hard-hitting, uncompromising writers" and create a company that would challenge, stimulate and develop British theatre.
Aviva has held corporate membership with the Royal Court for five years. This year the group decided to take this relationship forward by supporting the theatre's 50th anniversary celebration programme.
As a major FTSE-listed company, Aviva believes it is right that it maintains a broad sponsorship portfolio, and shows its support for a wide range of cultural, sporting, recreational and community enhancing activities. Last year, Aviva spent in the region of £17 million in these areas worldwide.
Sarah Loughran, head of corporate communications, explained: "Aviva's first corporate advertising campaign has given us a good opportunity to review the way in which we assess new sponsorship opportunities.
"Therefore in keeping with the campaign theme of, ‘Thinking ahead? So are we', we have begun to focus on activities that offer a strong vision for the future.
"Our current sponsorship of Dee Caffari's Aviva Challenge and the Aviva Weekend to Breakthrough Breast Cancer sponsorship are a result of this work".