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Corporate Sponsorships
The intersection of work and play
Why is it important for ING to sponsor events like marathons, Formula 1 or concerts?
Sponsorship and experiential marketing is all about understanding our customers. Understanding what their passions are and figuring out the best ways to associate the brand with their passions.
In the US, our sponsorship platform focuses primarily on the sport of running. And there’s some hard data that shows marathon sponsorships are effective for ING:
- There are over 30 million runners in the US. Our research shows that over 13 million of those are avid runners who are three times more likely to fit ING’s customer profile. They are also twice as likely to be actively involved in investing and financial planning.
- In communities where ING sponsors races, data shows that those in our target audience (and especially avid runners) are more interested in doing business with ING than in markets where we do not sponsor.
We also support multi-cultural events featuring a leading Spanish language concert tour and other community’s events. Globally, ING is a sponsor of Formula 1 and the ING Renault Formula 1 team.
So whether ING is partnering with the top running events in the country, supporting our ING Renault F1 team or presenting the top Spanish-language concert tours, our goal is the same – connect with the passions of our best prospective customers.
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