Challenger Insurance Brand Rucks Ahead With HK Sevens

April 4, 2017

Health insurer Cigna is poised to become an official sponsor of the Hong Kong Rugby Sevens from 2017 to 2019, moving up from being a partner for the past two years.

“We are thrilled to be continuing and extending our partnership with the Hong Kong Sevens this year – a series that has grown in popularity across Asia and attracts global as well as regional fans. Cigna is excited to be one of the first health insurance Sponsors of this iconic event,” said Patrick Graham, chief executive officer, Cigna Asia Pacific.

As part of its engagement efforts, Cigna has launched a branded content campaign aimed at helping fans stay healthy during the event. The Cigna Sevens Survival Guide, includes videos that will be screened during the activation period, as well as an interactive game with prizes and a rugby clinic for aspiring youth players.

With this deal, challenger brand Cigna has become the leading player in its category (53.4% market share, ~US$150k) for Rugby Sevens in Asia. With the eastward growth of the Sevens game, particularly in China – and deals this week in other categories in Singapore for the IRB Singapore Sevens – we are certain to see more investment in the pacey, short format game.

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