CGU has expanded into the sports affinity market with the purchase of Direct Club – a provider of home, motor and travel insurance to supporters of major sports clubs around the country.

Its clubs include a number of Premier and Nationwide league football clubs, including Aston Villa, Tottenham Hotspur and West Ham. The insurance is branded individually for each of the clubs involved. A percentage of each policy sold is paid

to the respective club. This money can be used, for example, to help with youth development.

Cees Schrauwers, managing director of CGU Insurance, said: “Direct Club is an exciting addition to our portfolio. We're offering football supporters a great deal on home, motor and travel insurance while helping their clubs in the process.”

In March, CGU Insurance signed deals with Rangers Financial Services and Celtic football club to provide home, motor and travel insurance to their supporters.