In a groundbreaking signing, Legal and General has teamed up with Birmingham City FC to offer special insurance products to its estimated 42,000 supporters.
Blues fans are to be offered a range of financial products including home insurance, in an exclusive agreement between the First Division club and one of the UK's largest insurers.
In return for an endorsement for its products, Legal & General has agreed to sponsor Birmingham City's youth development programme.
Birmingham City FC's managing director Karren Brady supports the deal: “This new link with Legal & General gives our supporters the chance to benefit from value for money products while helping their club. We chose Legal & General because of its competitively-priced products, commitment to service and brand strength, and we are delighted to be in partnership with it.”
The agreement is one of the first struck between insurers and football clubs. Legal & General spokesman Peter Timberlake said the insurer was discussing similar product deals with other league clubs, but would not disclose which they might be.
It appears that insurers are keen to attract big Premiership clubs into their fold because of their massive followings.
Timberlake explained the enormous advantage of such exclusive deals: “The benefit to us of agreements with affinity groups like football clubs is they provide a large loyal following we can attract with targeted appeals.”
Blues supporters will be able to obtain information on Legal & General's products from club fanzines, match programmes, the internet and salespeople visiting Birmingham City's St Andrews ground.
Savings and pensions, the first branded Birmingham City FC products, will be available in October, joined by pensions and home insurance in the New Year.