Sponsorships
Why Is It Important for ING U.S. to Sponsor Events like Marathons or Concerts?
Sponsorship is all about understanding our customers. Understanding what they are passionate about and determining the best way to associate the brand with their passions.
In the U.S., our sponsorship platform mainly focuses on the sport of running and the cause of supporting kids’ fitness - and the fight against childhood obesity.
There’s hard data that shows running sponsorships are effective for ING U.S. There are over 40 million runners in the U.S. – of which 16 million are avid runners according to research. Avid runners are three times more likely to fit ING U.S.'s customer profile. And they are twice as likely to be actively involved in investing and financial planning. In communities where ING U.S. sponsors races, data shows that those in our target audience are more interested in doing business with ING U.S. than in markets where we do not have sponsorships.
We also do other sponsorships in communities where we work and have business – multi-cultural, diversity, and corporate responsibility focused.
Our goal is the same, whatever sponsorship ING U.S. is involved in: to connect with the passions of our customers.
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