Allianz Signs Harry Kane As Global Ambassador

With Euro 2024 action heating up, Allianz has signed England football captain and Bayern Munich forward Harry Kane as its latest global ambassador. 

Apart from Europe, the multi-year deal between the financial services giant and Harry Kane is believed to cement the former’s brand awareness and popularity across Asia. The collaboration is believed to promote both athleticism and financial responsibility across all audiences through global marketing campaigns.

Following the announcement, Bernd Heinemann, Head Group Strategy, Marketing and Distribution at Allianz SE, said, “It is with great pleasure that we welcome world-renowned athlete Harry Kane to our brand ambassador program. Kane is a role model for many fans globally, particularly in Europe, the United Kingdom and Asia. As a new Allianz ambassador, Kane will help strengthen our brand appeal across all generations in the fan community – from younger, fully-digital fans to footfall-enthusiastic families – and encourage them to engage in sports and their personal finances.”

Harry Kane, added, “Allianz is a worldwide brand, and I’m incredibly proud to be their global ambassador. Their commitment to excellence aligns perfectly with my own, and I can’t wait to see what we can achieve together.” 

According to ASN data, Allianz’s sponsorship investment (1%, US$8.7m+)—across the Asian sponsorship market since Q321— is tied with 10^th placed Taiping Life Insurance. The financial services player has a quarterly average investment of about US$742k during this period, and top 3 key markets for investment are China (60.4%), Malaysia (24.6%) and Thailand (12.9%). The brand’s major investments include a Pan-Asian deal with Barcelona FC (US$1m+), celebrity endorsement with Chinese pianist Lang Lang (US$621k) and Allianz Ayudhya World Run (US$218k).