CASE STUDY
AIG + ALL BLACK
SPONSORSHIP
Sports Marketing, Community Engagement & Brand Storytelling
When AIG partnered with New Zealand Rugby and the legendary All Blacks, the objective extended far beyond a single match.
The sponsorship represented an opportunity to introduce one of the world’s most successful sports organizations to American audiences while creating meaningful community engagement throughout Chicago.
CSA was selected to help capture and communicate that story.
Working alongside AIG, USA Rugby, and New Zealand Rugby, we produced content that promoted the arrival of the All Blacks, highlighted community outreach efforts, and showcased the purpose behind one of the most recognizable sponsorships in international sport.
THE MOMENT
Bringing a global sports icon to a new audience.
For rugby fans around the world, the All Blacks are instantly recognizable.
For many Americans, however, the sport remains largely undiscovered.
AIG wanted to use the sponsorship as a platform to increase awareness, introduce new audiences to rugby, and create opportunities for young athletes and families to engage with the sport in meaningful ways.
The challenge was creating content that could appeal to both longtime rugby supporters and people experiencing the game for the first time.
Every piece needed to build excitement, create understanding, and reinforce the larger mission behind the partnership.
THE RESULT
Connecting people through sport.
Increased Event Awareness
Content helped build anticipation around one of the most significant rugby events ever hosted in the United States.
Community Participation
The campaign highlighted programs and initiatives that introduced new audiences to the game and encouraged participation at the local level.
Sponsorship Activation
AIG was able to extend the impact of the sponsorship beyond the field through storytelling that connected brand investment to community engagement.
Global Meets Local
The content successfully bridged the gap between an internationally recognized sports organization and audiences experiencing rugby for the first time.
International Brand Visibility
The campaign helped connect Chicago, USA Rugby, and AIG to one of the most recognized organizations in global sport, creating content that extended the reach of the event beyond match day and into communities throughout the city.
World’s Most Awarded Sports Team
ALL BLACKS
USA RUGBY
National Governing Body
CHICAGO
Host City for the Event
AIG
Global Sponsorship Partner
WHAT WE CREATED
Content designed to build awareness and engagement.
View All Work
The All Blacks Are Coming
To generate anticipation for the historic match between USA Rugby and the All Blacks at Soldier Field, CSA created a promotional campaign announcing the team’s arrival in Chicago. The content focused on the scale, prestige, and excitement surrounding one of the most respected teams in sports.
Grow The Game
Beyond the match itself, CSA documented community outreach events designed to introduce new audiences to rugby. Through youth clinics, player appearances, and hands-on experiences, the content highlighted the efforts being made to expand the sport’s footprint throughout the United States.v
Why The Partnership Matters
To tell the deeper story behind the sponsorship, CSA produced a feature focused on the relationship between AIG and New Zealand Rugby. The piece explored the shared values behind the partnership and demonstrated how the sponsorship extended beyond branding to support meaningful community impact.
